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The Changing Paradigm of Behavioral Economics: Removing Barriers to Behavioral Change
Balan O. D.

Balan, Oleksandr D. (2024) “The Changing Paradigm of Behavioral Economics: Removing Barriers to Behavioral Change.” Business Inform 7:14–20.
https://doi.org/10.32983/2222-4459-2024-7-14-20

Section: Economic Theory

Article is written in Ukrainian
Downloads/views: 1

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UDC 330.3

Abstract:
Socioeconomic development of society takes place under the constant influence of changes caused by scientific and technological progress, mechanisms of economic laws, cooperation and integration, world globalization processes, marketing strategies. Economic development plans are closely related to the State policy, changing demand for certain types of goods, products and services; further, requirements for their quality and value, provide for constant and timely identification of the reasons for deviation from the planned programs and the search for ways to eliminate them or make certain adjustments to achieve the set goal. The behavioral doctrine helps to understand how the characteristics of the human cognitive-psychological system affect economic decisions, and explains economic, social, environmental and other motives, makes it possible to form general principles of behavior of economic agents in market conditions. The aim of the article is to identify tendencies in the changing paradigm of behavioral economics and ways to eliminate barriers that hinder behavioral changes. In the process of conducting the study and presenting its results, the following methods were used: analysis, synthesis, generalization, concretization. The influence of positive and negative reactions on human behavior is considered. The tendencies of transformation of behavioral economics (from the origins of the 1950s to the present) are analyzed. The change of clusters is displayed. Discoveries in psychology and economics have enabled behaviorist economists to identify the factors that drive human behavior, breaking the scientific consensus. The features of the approach called the «model of «pathology of supporters» are defined. The internal (attitudes and beliefs; motivation and willpower; self-efficacy) and the external (social and physical environment; support systems) barriers influencing behavioral changes have been identified. A questionnaire is proposed to identify barriers to behavior change in order to minimize or completely eliminate them. Barriers are systematized into three key groups: physical (economic); social (psychological); knowledge barriers. Prospective areas for further research are the approbation of the proposed questionnaire to identify barriers in terms of target audiences.

Keywords: behavioral economics, paradigm, barriers, behavioral changes.

Fig.: 1. Tabl.: 1. Bibl.: 17.

Balan Oleksandr D. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economics, National University of Life and Environmental Sciences of Ukraine (15 Heroiv Oborony Str., Kyiv, 03041, Ukraine)
Email: [email protected]

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“Appendix B: Identifying and Removing Barriers to Behavior Change“. https://cfpub.epa.gov/watertrain/pdf/app_b.pdf

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