On the issue of (ir)investor rationality in the financial market

The article examines behavioral effects and factors influencing the behavior of private investors in the financial market. The relevance of the work is determined by the fact that many theoretical issues of socio-economic analysis of financial behavior remain insufficiently studied. The purpose of the study is to analyze the factors influencing the rational and irrational behavior of financial market participants when making investment decisions. Based on this goal, a retrospective analysis of the development of the theory of behavioral finance was conducted, and groups of effects and factors influencing investors were identified. This work is a systematization and generalization of knowledge in the field of behavioral finance, which makes it possible to identify the factors of irrational and rational behavior of investors when making decisions in the financial market. The result of the conducted research is to identify the main problems of rational behavior of investors in the financial market.