A new constructivist approach to modeling in economics and theory of consciousness is proposed. The state of elementary object is defined as a set of its measurable consumer properties. A proprietor's refusal or consent for the offered transaction is considered as a result of elementary economic measurement. Elementary (indivisible) technology, in which the object's consumer values are variable, in this case can be formalized as a generalized economic measurement. The algebra of such measurements has been constructed. It has been shown (...) that in the general case the quantummechanical formalism of the theory of selective measurements is required for description of such conditions. The economic analogs of the elementary slit experiments in physics have been created. The proposed approach can be also used for consciousness modeling. (shrink)