BEHAVIORAL FINANCE AS A METHODOLOGICAL CONCEPT OF PUBLIC FINANCE RESEARCH IN UKRAINE

Introduction. Under the modern conditions of Ukrainian society democratization and reform financial decentralization, problems associated with increasing effectiveness interaction civil public authorities, primarily in context modernization finance management Ukraine, have been significantly updated. Therefore, development methodological foundations research field help latest approaches is highly demanded current domestic realities. One such application main principles effects theory behavioural justification interpretation processes phenomena occurring sector national economy, since behaviour all subjects sphere coordinates political science, psychology, ethics, etc., which most clearly manifested budget process. However, specified direction scientific needs active development, determines relevance topic. The purpose article to substantiate Ukraine through prism concept finance. Results. considers aspects functioning from standpoint approach. Based on study existing points view, theoretical approach essence was formed, between citizens authorities were identified, directions for their solution proposed, taking into account developments theory. Conclusions. identification key features important as well analysis impact (in particular, “framing effect”, “social influence “pushing “conservatism “trap effect”) made it possible substantiation vectors improving strengthening Ukraine.