ФІНАНСОВА ПОВЕДІНКА ДОМОГОСПОДАРСТВ УКОНТЕКСТІ РОЗВИТКУ ПОВЕДІНКОВИХ ФІНАНСІВ

Abstract

The theory of financial behavior of the population has become very popular in recent years and set a new trend in financial science that explores why individuals make irrational financial decisions and how their psychology, namely stereotypical thinking, emotions, cognitive biases, and personal char-acteristics affect personal financial resources.Irrational behavior is especially pronounced in situations of uncertainty and risk, which are cur-rently affecting all domestic economic, investment, and financial activities due to the full-scale war.Studying the financial behavior of households, including in times of war, is a topical issue of financial science, as it helps to understand how rising risks affect the financial stability of the population, how house-holds adapt to new economic challenges, and how to improve their financial situation in times of crisis. The purpose of the article is to study the financial behavior of households in the context of the development of the theory of behavioral finance and the influence of emotional, psychological, social and cognitive factors on it.The article discusses the peculiarities of financial behavior of households in the context of the development of behavioral finance in the face of risk and uncertainty. The concept of personal financial behavior is clarified and approaches to defining its essence are generalized. The influence of emotions and personal characteristics of people, such as financial literacy, optimism, risk-taking, self-control on their likely behavior in the financial sphere is investigated. A number of cognitive biases and psycho-logical factors affecting the financial behavior of individuals in the face of risks are identified and the influence of social factors on it is analyzed. It is proved that the knowledge and competencies of a fi-nancially literate person increase the likelihood of making rational financial decisions and minimize the influence of psychological, social and other factors