IDENTIFICATION OF BEHAVIORAL FACTORS AND JUSTIFICATION OF THEIR ROLE IN DECISION-MAKING BY ENTITIES OF ENTREPRENEURIAL ACTIVITY IN CONDITIONS OF CONDITIONS

Abstract

The purpose of the article is to identify behavioral factors and justify the role in management decisions by business entities in the context of the COVID-19 pandemic. Method. The following methods were used to conduct the study: abstract-logical, comparative analysis, graphic a visualization, statistical. Results. Based on the analysis, the peculiarities of the entrepreneur's behavior were clarified – his tendency to excessive self-confidence and optimism. Changes in business behavior in the context of the COVID-19 pandemic: losses at the beginning of the quarantine restrictions, when choosing the option of "closing the business" or "suspending" entrepreneurs under the influence of numerous behavioral factors (fear, illusion of control, trap effect, effect sorry) usually stop pedat the latter. The business found it self in a trapofinertiaanddidnotwanttoredistributebudgetsandfinancenewareas, instead try in gtore viveunprofi table. Scientific novelty. Behavioral factors of managerial decision-making by business entities in conditions of uncertainty have been identified by identifying the main components: cognitive prejudices, emotions, framing. Practical value. Studying the behavior of entrepreneurs in conditions of uncertainty avoids irrational decisions and their negative consequences.