With the development of economic thought, empirical studies, and recent findings in various scientific fields, a new economic discipline has emerged - behavioral economics. Behavioral economics rejects the thesis that man is homo economicus and that he always makes rational decisions. The main principle of behavioral thought is reflected in the fact that man is socioeconomicus characterized by irrational behavior, stochastic decision-making, and irrational decision-making. The significance and importance of behavioral economics are reflected in how an individual using its methods can make a noticeably more precise and more straightforward economic decision based on social, cognitive, and emotional factors. Behavioral economics contains answers to many inexplicable consumer behaviors, market changes, and anomalies in economic processes. Because it is still a relatively young discipline, much investment, empirical evidence, and scientific research are needed to make it generally accepted and recognized as a discipline that (with standard economic theory) can provide many answers and give a clearer and broader picture of economic thought in general.