IDENTIFICATION OF BEHAVIORAL FACTORS AND JUSTIFICATION OF THEIR ROLE IN DECISION-MAKING BY ENTITIES OF ENTREPRENEURIAL ACTIVITY IN CONDITIONS OF CONDITIONS

The purpose of the article is to identify behavioral factors and justify role in management decisions by business entities context COVID-19 pandemic. Method. following methods were used conduct study: abstract-logical, comparative analysis, graphic a visualization, statistical. Results. Based on peculiarities entrepreneur's behavior clarified – his tendency excessive self-confidence optimism. Changes pandemic: losses at beginning quarantine restrictions, when choosing option "closing business" or "suspending" entrepreneurs under influence numerous (fear, illusion control, trap effect, effect sorry) usually stop pedat latter. found it self trapofinertiaanddidnotwanttoredistributebudgetsandfinancenewareas, instead try gtore viveunprofi table. Scientific novelty. Behavioral managerial decision-making conditions uncertainty have been identified identifying main components: cognitive prejudices, emotions, framing. Practical value. Studying avoids irrational their negative consequences.