NEUROFINANCES IN THE DIGITAL ONLINE ECOSYSTEM

The purpose of the study is to identify the main approaches to the analysis and management of neurofinancial processes in the digital online ecosystem. Financial decisions determine the present and future state of the economy. They are crucial for sustainable development and the formation of a favorable habitat. Usually, the effectiveness of financial decisions is associated with the rationality of economic agents. Increasingly, the financial decision-making process is being considered taking into account behavioral anomalies, market adaptability, and limited rationality. The movement from order to chaos and back is the essence of the financial market, at any level and in any form of its manifestation. These processes are clearly manifested in the study of the market both in the context of the traditional hypothesis of market efficiency, and in terms of behavioral finance and market adaptation. Neurofinancial sciences provide technologies that open up new perspectives for understanding the interaction of chaos and order in modern financial markets.