FROM THE RECOGNITION OF IRRATIONALITY OF BEHAVIOR TO THE NEW PATERNALISM: LITERATURE REVIEW ON CONSUMPTION THEORY AND BEHAVIORAL ECONOMICS

Abstract

In fact, all sciences are engaged in the study of a person and the factors of his behavior. The economy is no exception. The article shows how views on human economic behavior have changed from classical economics to behavioral economics. Rational and irrational human behavior is proposed to be considered not as oppositions, but as possible options. Economics is becoming a more individualistic science and considering a person's behavior takes into account all his personal characteristics, including an increasing number of factors in the analysis. The most important advantage of behavioral economics is its interdisciplinary approach, which makes it possible to apply and repeatedly synergistically enhance the achievements of various sciences: economic theory, psychology, marketing, medicine, biology, mathematics, statistics, etc. The purpose of the work: to analyze research in the field of consumption theory and behavioral economics. Conclusions: today behavioral economics is an independent field of economics and a separate scientific and educational discipline. Further development should follow two parallel vectors: the formation of a fundamental theoretical base of behavioral economics and the structuring of accumulated knowledge, as well as the practical use of data obtained experimentally for decision-making at the level of the state, economic sectors and individual enterprises, for the development of state economic and social policy.