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The article investigates the theoretical principles of managing household financial behavior under contemporary conditions of economic turbulence. It is substantiated that the growth of uncertainty, financial risks and instability of the macroeconomic environment leads to the transformation of models of financial behavior of the population and actualizes the need for their systematic theoretical understanding. The evolution of scientific approaches to explaining household financial behavior is analyzed, including the rationally oriented, behavioral and bounded rationality approaches. It is established that these approaches have limited explanatory power in the analysis of real financial behavior, which is formed under the influence of not only economic, but also psychological, institutional and social factors. Within the framework of the study, a multidimensional model of typification of household financial behavior is proposed, integrating cognitive-behavioral, motivational-goal, reactive-adaptive, institutional-compliance, technological-innovative and risk-competence dimensions. It is proven that the financial behavior of households is formed as a result of the interaction of internal characteristics (level of rationality, motivations, financial literacy, attitude to risk) and external conditions (institutional environment, access to financial instruments, level of digitalization of the financial system). It is substantiated that in conditions of economic turbulence, the reactive-adaptive dimension of financial behavior acquires key importance, which determines the ability of households to adjust financial strategies in response to macroeconomic disturbances. It is shown that financial behavior is characterized by significant heterogeneity even under the same economic conditions, which necessitates its analysis within the framework of a multidimensional approach. The scientific novelty of the study lies in the development of theoretical provisions on the management of household financial behavior by substantiating a multidimensional model of its typification, which allows for a comprehensive consideration of cognitive, motivational, adaptive, institutional, technological and risk characteristics of financial decisions. The practical significance of the results obtained lies in the possibility of using the proposed approach to form effective tools for managing the financial behavior of households, increasing their financial stability, and improving state financial policy in conditions of economic instability.
Dmytro Toptunenko (Mon,) studied this question.