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

The article examines the essence of the categories «life balance» and «wheel of life» in the tools of self-examination and self-awareness of those areas that can be improved to improve the quality of a person's life. The structure of the «Wheel of Life Balance» is shown, in particular the following sectors are highlighted: health and physical activity; relationships and family; finances; recreation, leisure; friends, environment; social projects; personal development; work, business. The main components that should be evaluated when conducting an audit in these sectors are presented. It is shown that the trends of world development and the priorities of modern man are: striving for a healthy lifestyle and active longevity; participation in environmental and social initiatives, volunteering; finding a balance between work and personal life; strengthening the role of Internet technologies, active use of social networks; focus on value-based business and referral marketing; personal development, branding, networking and communication skills; the desire to be part of the community, to be modern, to have an interesting environment, self-realization. It is shown that the «Wheel of Life Balance» fully corresponds with these trends. The examples prove that behavioral economics can be useful in the formation of an appropriate architecture of decisions, that is, the formation of a context or circumstances in which a person will gravitate towards decisions that are more rational from the point of view of the long-term perspective. Behavioral economics offers a toolkit of gentle nudges towards more rational human behavior, including in terms of preserving one's health, which leads, for example, to active longevity. A detailed analysis of the concepts of social activity, activism, and volunteerism is given, and emphasis is placed on the differences between these phenomena of social life. The importance of environmental initiatives, which are aimed at transforming the structure of consumption and, in general, the principles of functioning of certain industries or areas of activity, is shown. It has been demonstrated that business today and, in the future, must be based on values and be socially responsible.

The preconditions for the emergence of behavioral economics are examined in the article, the relationship between behavioral and experimental economics are outlined and the features of the economic entities behavior irrationality are identified. The irrationality of human behavior from the standpoint of modern researchers and assumptions about the possibility of predicting such irrationality in economic models are analyzed. The peculiarities of conducting experiments are highlighted and their significance for research in behavioral economics is proved. It is shown that economic theories, which are based on a methodological approach to understanding human behavior as absolutely rational, formalization of scenarios of its behavior have long failed to withstand scientific criticism and do not have enough convincing empirical evidence. The differences between the research tools in behavioral and experimental economics are determined. The difference between "economy" and "humane" is shown. Economic people must make their decisions based on logic and mathematics, and humane people are characterized by volatility of decisions due to the tendency to framing and other cognitive biases. It is shown that the "economy" has the following features: a priority desire to meet their own needs and the development of personal interest; natural desire to improve their own economic situation; leveling of psychological, ethical and spiritual values in order to achieve economic goals; full awareness of the phenomena and trends of economic processes; rational economic behavior, etc. It has been determined that the subjects of economic relations are guided not by absolute rationality, but often by emotional or instinctive impulses, which are often inconsistent with the logical mechanism of decision-making from the point of view of efficiency. A promising area of further research is the analysis of cognitive biases, psychophysiological patterns, social norms and their impact on decision-making processes in the economy.