РОЗВИТОК ТА СТАНОВЛЕННЯ ПОВЕДІНКОВОЇ ЕКОНОМІКИ

Abstract

Behavioral economics is developing very fast in the Western countries nowadays. Initially behavioral economics tried to answer the question of whether human behavior in decision-making corresponds to the neoclassical model, which emphasizes the consistency and logic of human behavior. As a result of numerous experiments in this direction, the limitation of the neoclassical model of human behavior was proved. And the conclusions drawn by supporters of behavioral economics have made it possible to look differently at some provisions of market radicalism (fundamentalism). Behavioral economics contributes to neoclassical theory in this direction, but tries to add more realistic psychological foundations to the analysis. For example, one of the most famous behavioral economists, K. Camarer, wrote in his study: “Behavioral economics is based on the belief that increasing the reality of psychological foundations in economic analysis will improve economic theory on its own, providing an opportunity to penetrate essence (processes), make better predictions about real phenomena and propose better policies” [1, с. 3]. Thus, behavioral economics aims to supplement existing knowledge about economic phenomena, applying the achievements of modern psychology, sociology, neurophysiology. One of the first stages in the formation of behavioral economics can be considered the concept of G. Simon, who suggested that man in making decisions can not be completely rational, at least because he can not always make the necessary calculations. A person makes a decision by choosing the option that seems most acceptable, but this option is not always optimal. But long before Herbert Simon, many economists studied human subjectivity in economic decision-making. Such studies can be found in the works of Adam Smith, William Stanley Jevons, David Ricardo, Carl Menger, Leon Walras and others. Many of the ideas of these authors, which they came to by reasoning, eventually received logical psychological evidence. Considering all of the above, we can say that the role of behavioral economics in economic theory and the analysis of the ways of its development are very relevant.