THE NEW "ECONOMIC PERSON" IN THE BEHAVIORAL ECONOMY
The relevance of the study is dictated by the fact that new directions in the economy not only study the psychological components of human economic behavior, but also allow the economic system to develop better tools aimed at attracting both consumers and partners. The main ideas of supporters of this direction, the main methodological problems associated with these areas of science are considered. The article also presents the path of the emergence and development of a new model of choice in behavioral economics. The main attention is paid to the analysis of the development of behavioral economics. The purpose of the study is to analyze the results of economic experiments, including psychological factors that affect the model of consumer behavior. The practical significance of the study is to highlight the absence of a moral aspect in market relations in an increasingly competitive environment. The manufacturing firm seeks to maximize profits by differentiating products, and households (the consumer) are forced to agree with the imposed game by taking loans. The theoretical significance of the article highlights the severity of the problem that arose with the development of the capitalist market, expressed in opposition to consumer-producer, rational buyer - marketing tricks of company managers. The author substantiates that although behavioral economics solves the issue of rational behavior of a person in the economic sphere negatively, this can be the starting point of a new round of development of microeconomic science and analysis of an economic person, and not a rejection of this model.