The choice architecture and nudging in the behavioural economics

It is substantiated in the article that behavioural economics makes it possible one to move away from idealized perception of a person as completely rational decision-making subject who possesses all information about object; able form clear hierarchy own priorities, which determined by balance between benefits and costs; stable his preferences not susceptible emotional influences. For this, necessary take into account cognitive biases, systematic errors thinking possibilities their avoidance, actually what works with. The concepts “choice architecture”, “nudging” “libertarian paternalism” are considered. In its most general terms, choice architecture design environment people make decisions. By changing environment, you can change decision itself. Nudging strategies economics, aimed at behavior subjects exclusively context, is, pushing tools emphasize economic incentives gently guide optimal decisions without depriving him/her choice. shown toolkit nudging began be actively used state policy strengthen effectiveness regulatory actions, however, was limited it, but rather quickly spread other areas – environmental protection, health, insurance pension system, entrepreneurship, etc. Examples practical application field regulation, ecological use resources, personal given. focus on fact imposing restrictions options for action or directly implementing instruments achieve desired results, such influence behaviour prescriptive than liberating. more main needs identifies satisfaction prompting creating an effective appropriate, example, stimulating self-control increasing level awareness need action.