Behavioral factors in making financial and economic decisions of economic subjects under uncertainty

Introduction. Due to the high dynamism and unpredictability of economic processes, caused by factors institutional pandemic uncertainty, inability theory rational behavior fully explain their course predict financial decisions subjects is manifested. This leads increasing popularity cognitive approach in research. Problem Statement. Study influence behavioral on decision-making entities conditions particular under COVID-19 pandemic. The cannot be considered isolation from individual characteristics, factors, external environment. purpose study identify justify role making uncertainty. Methods. A set methods scientific knowledge, general special principles, methods, structural logical, comparative analysis, systematic approach, historical statistical classification method, etc. Results. identification influencing uncertainty was carried out following areas: consumer population; entrepreneurial activity, credit investment activity entities. It found that when decisions, they are faced with an insufficient amount information, limited possibilities perceiving processing stereotypes emotions formed society. revealed during spread pandemic, changes occurred due increase factor. Conclusions. Behavioral regional economy systematized, three components being singled out: biases, emotions, framing. proposed reduce using such tools as discussion, alternative, collective nudge technology, group thinking management.