PSYCHOLOGY OF FINANCE AND BEHAVIORAL FINANCE: POINTS OF CONTACT AND DIFFERENCES

Modern financial science is always looking for cause-and-effect relationships in practice. And to help her come not quite traditional methods and spheres of influence inherent in behavioral finance and financial psychology. Goal. The aim of the article is to study the similarities and differences between behavioral finance and the psychology of finance and to determine whether the two sciences are identical or whether their functioning is distinguished by certain contradictions. Method. The following methods were used during the research: dialectical - to clarify the relevance of the research issue in the modern financial environment; modeling - to illustrate the sphere of interaction of behavioral finance and psychology of finance with other sciences; analytical - when comparing the elements of interaction and the target direction of the studied objects; induction - to formulate conclusions. Results. The article analyzes the features of theoretical approaches to understanding the essence of behavioral finance and psychology of finance. The range of their interaction with other sciences has been determined and it has been found that the studied sciences closely intersect in the plane of psychological determinants and tangentially in the sociological spectrum. The basic aspects of realization of both behavioral finances and psychology of finances are determined. It is also noted that they differ in the perception of the individual as a participant in financial processes. Scientific novelty. As a result of the study, it was noted that the psychology of finance is not identical to behavioral finance, as it focuses on studying the psychological characteristics of the individual in order to shape it as a driver of sociological change, and behavioral finance means it as part of established social phenomena. Practical significance. The psychology of finance can be considered the initial link of behavioral finance, which is due to its in-depth study of the psychological characteristics of the individual, aimed at himself. This provides an opportunity to understand, within the framework of behavioral finance, how to form areas of influence on the individual and motivate him to make certain financial decisions, and thus - to obtain the desired financial result.