Statement of problem. This scientific work uses a comprehensive approach that combines descriptive, analytical and explanatory research methods. The use of these methods allowed us to deeply highlight the key issues under consideration and provide a systematic overview of the subject. The descriptive method was used to systematize and present existing scientific views on economic psychology, which became the basis for further analysis. The analytical method allowed us to study in detail various approaches and theories, identify their strengths and weaknesses, and establish relationships between economic and psychological factors of human behavior. The explanatory method contributed to the substantiation of the conclusions drawn, the disclosure of the essence of economic and psychological phenomena and the formulation of conceptual provisions. Results. The paper summarizes and analyzes the latest research in the field of economic psychology, organized into three main levels of analysis: Behavioral level: Examines how psychological biases (e.g., attachment effect, ownership effect) influence economic decisions. Physiological signal level: Examines the influence of biological factors, such as hormone levels or neural activity in the brain, on financial decisions and attitudes to risk. Interaction level: Examines how social factors, such as imitation or social norms, shape economic behavior. In addition, the paper critically analyzes the traditional economic hypothesis of rational humans, showing its limitations in real-world settings. Based on the results obtained, prospects for future research are also outlined, in particular in the areas of behavioral econometrics and neuroeconomics. Novelty. The main goal and novelty of this study is to compare and integrate economic and psychological perspectives on human behavior and the decision-making process. Traditionally, these two disciplines have developed separately, but this work demonstrates that they are not mutually exclusive, but rather, are complementary. The integration of these approaches opens the way for the development of a new, promising research field, which allows us to obtain a more complete and accurate understanding of human motivation and its impact on economic processes. The work refutes the idea of the complete rationality of an economic agent, proving that human behavior is determined not only by economic expediency, but also by cognitive and emotional factors. Practical value. From the point of view of economic psychology, this study is of great practical importance. The analysis of the psychological motives behind economic conflicts and interests allows us to build harmonious behavioral relationships. This is especially important for the formation of the so-called «psychological contract», which is based not only on the rational distribution of interests, but also on trust, empathy and mutual understanding. The results of the work can be used for: Developing more effective marketing strategies that take into account the psychological characteristics of consumers. Improving state policy aimed at stimulating economic activity and increasing the financial literacy of the population.
Mshvidobadze et al. (Tue,) studied this question.