The purpose of this article is to examine models of irrational behavior exhibited by economic agents and explore methods for regulating such behavior. To accomplish this, both general and specific research methods were employed. The study identifies three models of individual behavior in economic decision-making: reference, standard, and deviant, which are influenced by a combination of internal and external factors. The main regulatory approaches are analyzed through the lens of two theoretical frameworks: behaviorism and ethology. The article concludes that behaviorist methods are suitable for straightforward decisions involving quick feedback and easily measurable outcomes. Conversely, for complex decisions lacking feedback and involving challenging or indeterminable outcome evaluations, cognitive ethology offers more effective tools, such as choice architecture and institutional design.
