COMPLEX CONCEPTION OF ECONOMIC BEHAVIOR
The article is devoted to modern economic ideas (view) about human behavior. It contains an attempt of synthesis of neoclassical, institutional, behavioral and neuroeconomic theories achievements. The article proposes systematization of human behavior. It presents the neuroeconomic description of decision-making process. In addition, it gives a description of the factors that determine the decisions through the impact on the subjective estimation of the achieved result and the probability of achieving this result (personal, socio-cultural, cognitive, and situational).