Microeconomics of personality and its role in the formation of financially literate behavior

To date, the problem of formation financially literate behavior population is one most significant on agenda National Strategy for Improving Financial Literacy (2017-2023). Most countries, which in their socio-economic policy are based principles national strategies improving financial literacy, focus broadest segments population, assuming that each gender-age group a potential participant market, user instruments and services, enters into heterogeneous economic relations. The competent not only prerequisite effective functioning development entire system Russia, but also acts as factor material well-being citizens, smoothing element income differentiation. Changes relations, complication its structure products, well transition to digital rails have led need develop skills strategies. implement such strategies, it necessary resource intellectual base among favorable external environment opportunities interaction participants relations realized. As result conducted research, author proved person with personal kind microeconomics model, which, under impact situational institutional contexts, influences needs, motives goals further actions market. Conclusions results these deposited certain database form accumulated experience, turn, thereafter affecting (interconnected) personality itself. basis chain factors, central link culture individual, able modify other elements personality.