THE ROLE OF FINANCIAL BEHAVIOR IN INVESTMENT DECISIONS

The purpose of this article is to study the importance of financial behavior when making financial and investment decisions that are relevant in connection with changing economic and social conditions, as well as to develop an idea of financial behavior. The goal is determined by the diversity of financial behavior of people, leading to a certain result obtained as a result of rational and irrational decisions. In this regard, there is a need to study the features of aspects of financial behavior in making investment decisions. The research uses such methods as a critical review of scientific works of domestic and foreign researchers, content analysis and structural and logistic. In this article, the essence of financial behavior, and its importance in making investment decisions is widely researched, and the theoretical views of classical economists on economic behavior and its important aspects in economic and social development are expressed. Also, the article includes scientific conclusions on the impact of financial behavior on investors and the behavior of financial practitioners, the characteristics of behavioral finance and its influencing factors, the importance of the concept of rationality, and the application of theories of interaction between issuers and investors