The basis of economic decision-making processes are always individual entities. Traditional economic science assumes that individual actors behave rationally and have only one aim in their decision-making, which is to maximize expected utility. The authors of modern economic theory, however, have come to realize that the decision-making of economic agents is a much more complicated process, which includes psychological factors. The basis of economic decision-making processes are always individual entities. Traditional economic science assumes that individual actors behave rationally and have only one aim in their decision-making, which is to maximize expected utility. The authors of modern economic theory, however, have come to realize that the decision-making of economic agents is a much more complicated process, which includes psychological factors.