Վարքագծային տնտեսագիտության կիրառական հնարավորությունները անհատների և սպառողների վարքագծի ուսումնասիրության մեջ

<jats:p>Within the framework of this research, a comprehensive analysis was conducted of the principal theories advanced by the founders and leading representatives of behavioral economics (Herbert Simon, Daniel Kahneman, and Amos Tversky). The primary objective of the study was to examine how behavioral, psychological, and cognitive phenomena identified in these theories influence consumer decision-making processes and the formation of consumer behavior. In addition to the theoretical analysis, an empirical investigation was carried out based on a survey designed and administered by the author.</jats:p>