For generations, classical economic theory was built on the fundamental axiom of the existence of "Homo economicus." It was assumed that every market participant was a perfectly rational agent, fully informed, accurately calculating risks, calmly weighing benefits, and always making decisions that maximized their personal utility. However, real life repeatedly refuted these mathematical models. At the intersection of psychology and economics, a new field emerged—behavioral economics—which demonstrated that human behavior is governed by cognitive biases, emotions, and evolutionary mechanisms.
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