The article considers the essence and features of behavioral economics as a field of scientific knowledge during the formation and development of its theoretical base. The relevance of this topic arises from the unique challenges of the current era, marked by geopolitical instability and the emergence of a multipolar world order. The article delineates a variety of psychological, social, cognitive, and emotional factors that define behavioral economics as a branch of economic science. It traces the evolution of key theoretical concepts in behavioral economics from the mid-19th century to the early 21st century. Through examples of behavioral models, the paper explores the integration of psychological insights with neoclassical economic principles. It highlights the pivotal role of experiments and sociological methods in the discipline’s development. The paper argues cogently for the significant impact of psychological and sociological methodologies on the economic decision-making processes of individuals and organizations. The focus of this article is on the macro-level effects of economic decision-making. It synthesizes and analyzes scientific principles, literary and informational sources to identify the multi-faceted influences on the development and state of behavioral economics, particularly in exploring the rationality boundaries of economic agents. The professional activities of market participants are examined through the lens of behavioral economics. Conceptual principles and practical recommendations critical for investors’ decision-making in financial markets are articulated. The article justifies the timely application of theoretical approaches in behavioral economics to practical scenarios amid global uncertainty. The applicability of its scientific foundations in both interpersonal communication and corporate management is confirmed. The study formulates recommendations for further research into behavioral models for more substantive applications in professional activities.
behavioral economics; scientific research; economic agents; prerequisites for economic behavior; decision-making factors; social norms.