Subject. The article addresses theoretical and methodological aspects of financial behavior and financial literacy of people. Objectives. The purpose of the study is to search for evidence of the adaptability of financial behavior, which is formed from a multitude of not always interdependent decisions made in an uncertain external environment. Methods. The study rests on mathematical modeling methods in the context of the game theory, recognized in the scientific community. We consider mathematical modeling to be a research tool that provides substantiated evidence of changes in financial behavior. Results. The main result of this study was the rationale for consumer and investment decisions that constitute a certain type of financial behavior as the observable outcome of a complex process of choice between risk (in the case of investment decisions) and utility (in the case of consumer decisions). Conclusions. The findings can be used to model the behavioral profiles of unqualified investors to predict surges in investment activity and prevent panic in the financial market - in fact, to improve regulatory practice.
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