Normative Frames of Behavioural Economics and Forms of "Behavioural" Policy

The paper investigates a topical scientific-practical problem of behavioural economics and its normative frames. Analytical review of economists' theoretical approaches to the issue of forming a new normative model of economic policy allows the author to reveal the theoretical-methodological foundations of the normative switch in the economic science. The author critically assesses the scientific discussion about behavioural economics and its normative aspects and pays special attention to modifying the assumption about the rationality of individuals. The article provides a methodological approach to the analysis of rational choice theory and considers normative programmes of behavioural economics, primarily the development of normative guidelines for the state. The paper looks at the normative programme of the "new" paternalism and the proposed tools of government intervention in the economy. It discusses the prospects for the normative switch in the light of modern development of behavioural and experimental economics. The given review of theoretical approaches to the problem under consideration allows the author to conclude that the normative switch in economics is of applied importance, since it largely determines the practice of government regulation.