Kushnir M. A behavioral asset pricing in a stock market.

In the research paper it was considered the theoretical and methodological bases of behavioral asset pricing in the stock market, the essence of the concept of behavioral asset pricing in the stock market, the features of rational and irrational behavioral pricing and developed methodical approaches to its definition. The author analyzed the behavioral features of asset pricing in the Ukrainian stock market. Based on the results of the analysis it was outlined the irrational asset pricing model in the stock market and was suggested a situational approach to strategic planning to avoid losses in Ukrainian stock market.