MARKET OF FINANCIAL SERVICES

TERESHHENKO Oleh ¹

¹SHEE “Kyiv National Economic University named after Vadym Hetman”
OrcID ID : https://orcid.org/0000-0001-8808-1383

Behavior controlling in the concept of behavioral finance

The publication elucidates theoretical and applied questions of the newest trend development in the finance science, which is known as ""bihavioral finance”. The author motivates ways for practical reali-zation of such finance postulates on an enterprise level on the basis of introducing the instruments of behavior controlling.

Keywords:

Tereshhenko O. . Behavior controlling in the concept of behavioral finance / O. . Tereshhenko // Фінанси України. - 2011. - № 10. - C. 104-116.