TOWARDS THE URGENCY OF ESTIMATION OF NON-MONETARY FACTORS INFLUENCE ON MARKET PLAYERS DECISION-MAKING
This article is concerned with the main problems that appear in developing the economic interest conception that allows of applying a quantity analysis of the influence non-monetary factors have on market players decision-making. One of the goals the author sets is to strengthen the theoretical basis of efficiency estimation methods in decision-making. Some weaknesses of the homo economicus paradigm have been studied and the comparative analysis of such categories of economics as utility and economic interest has been done. As a result the rule of efficient decision-making that takes into account the impact of non-monetary factors has been formulated.