Abstract
<jats:p>Financial decisions in conditions of growing economic, social, and institutional uncertainty are becoming particularly relevant in scientific and practical terms, since traditional approaches based on the assumption of complete rationality of economic agents are not always able to adequately explain real financial behavior. Contemporary crises, military challenges, financial market instability, and information asymmetry increase the role of psychological factors in the financial decision-making process. In this context, the behavioral approach is an important tool for deepening the theoretical understanding of financial behavior and improving the quality of managerial and individual financial decisions. The purpose of the study is to theoretically substantiate and systematize behavioral factors influencing financial decision-making in conditions of uncertainty, as well as to develop practical recommendations for reducing the negative impact of cognitive biases and emotional determinants on the financial behavior of economic agents. The paper summarizes the evolution of scientific concepts of the influence of psychological factors on financial choices – from classical theories of expected utility to prospect theory and the concept of “nudging.” Key cognitive biases and heuristics that determine financial behavior in conditions of risk and uncertainty are systematized. The study examines the impact of emotional and psychological factors on the financial decisions in conditions of socio-economic instability, information overload, and war stress. It has been substantiated that low financial literacy combined with high anxiety and intolerance to uncertainty contributes to the dominance of impulsive and intuitive models of financial choice. A set of practical methods for correcting financial behavior is proposed, including psychoeducational programs with the integration of psychological components, cognitive-behavioral financial interventions, the financial scenario method, the “slow financial decision” model, and the “psychological financial profile” method. The implementation of the proposed approaches will contribute to the formation of more conscious, sustainable, and responsible financial behavior in conditions of high uncertainty.</jats:p>