THE PROBLEM OF GOAL-SETTING IN ECONOMIC THEORY

Abstract

The most common «human model» in economic theory is homo economicus – economic person. The key characteristics of economic person can be considered rationality in decision-making, which is provided by complete and reliable information about all alternatives and their consequences, selfishness in achieving one’s own goals, as well as stable preferences. The homo economicus model is combined with the principle of methodological individualism, which states that all economic reality is created by the decisions and actions of individuals, and their group formations, such as the state, society or class, do not have their own will and consciousness. The principle of methodological individualism contradicts the principle of systemicity, according to which people are elements of various social systems that influence their decisions and behavior. The article uses an interdisciplinary approach to analyze the basic assumptions underlying the homo economicus model. The author systematizes the key areas of criticism of this model and identifies modern theories that offer alternative views on the rationality of human behavior. In sociology, the model of homo sociologicus (social person) is widely used together with the principle of methodological collectivism and holism. The goals of a social person, together with the methods of achieving them, are determined by society or smaller social systems to which he belongs, and are conditioned by culture, values, traditions, etc. From the standpoint of methodological individualism, which prevails in neoclassical economics, all phenomena and processes in the economy are the result of the choice of individuals. Economic choice is one of the types of decisions that people make independently or collectively throughout their lives. Since economic choice is the result of subjective goal-setting based on the individual's value system, the work pays special attention to the process of goal formation during decision-making - an aspect that currently remains the least studied in economic science. The practical significance of economic theory lies in the possibility of using its theoretical developments for the purposes of managing socio-economic systems of various levels. Therefore, the currently widespread model of homo economicus requires consistent adaptation to real human behavior, in particular, regarding the peculiarities of their decision-making. By involving the tools of psychology and philosophical anthropology, promising vectors for further theoretical research in this direction have been identified.