BEHAVIORAL ECONOMICS AS A NEW FIELD OF RESEARCH IN ECONOMIC SCIENCE 

Vlasov Andrey Vasilyevich, lecturer, School of business informatics of National Research University Higher School of Economics (HSBI NRU HSE); postgraduate student, Financial University under Government of Russian Federation; consultant, DeMontroyal,
E-mail: avvlasov@fa.ru
Gaibov Gurban Sohbat oglu, student, Financial University under Government of Russian Federation intern, DeMontroyal,
E-mail: qayibov.98@mail.ru 

330.16 

Background. Modern scientists studying economic science and exploring various kinds of economic processes and phenomena are trying to enrich economic science more and more and to identify the main prospects and trends in the development of the economy as a science. To this end, scientists turn to other sciences for help and use their methodology and tools. In the 21st century the neoclassical concept of economics is widely developed and dominant in modern economic science. At the center of this scientific theory
is an economic man who relying on his knowledge, experience and preferences tries to get the maximum benefit and acts rationally. But such an ideal picture is not always created, and there are situations when an economic man takes over the emotions and his behavior deviates from the rational and often becomes irrational. The study of various kinds of anomalies and paradoxes in the personal economic behavior is engaged in a special field of economic science – “behavioral economics”. This article is devoted to a review of the main aspects of the new directions in the experimental economics – the behavioral economics and neuroeconomics. The article discusses historical formation, ideas of supporters and specific methodological problems of these two directions of economic science.
Materials and methods. The methodological basis was the theoretical analysis of the developmental aspects of the behavioral economics. The article used analysis of historical formation and a retrospective analysis. Methodological tools were general scientific methods, such as deduction, induction, synthesis and logical analysis.
Results. In the work, the authors managed to describe most clearly the role of the behavioral economics in economic science. It
was possible to describe in detail the genesis of this area of the economics and to identify its inherent modern problems. Based on the collected material on the behavioral economics, the article provided information on almost all achievements and discoveries of supporters of this direction.
Conclusions. It is concluded that despite all the problems faced by the behavioral economics, its studies and experiments bring new knowledge to economists and help in studying the anomalies in the behavior of the economic person and provide answers
to questions about the deviation of behavior from rational in making economic decisions. It should be noted that the behavioral economics needs time to form as an independent field of economic theory. 

behavioral economics, neuroeconomics, economic man, decisionmaking, rational behavior, limited rationality, prospect theory