INNOVATIVE APPLICATION OF BEHAVIOURAL RESEARCH AND ANALYSES IN EDUCATION PROCESS

In year 2017 Slovak economist where in for a shock. Over the course of four months the price of butter went up by 53%, while overall consumption dropped by only 8% over the observed period (1). Some sources even argue that butter consumption went up a bit for a short period of time during the substantial price increase. Furthermore, UN statistics show that Ukraine's children vaccination rate plummeted from almost full vaccination in 1990 to less than 50% of children in 2014 (2). Apart from defying logic these phenomena that our world is full of have one thing in common. They originate from the behavioural factor of human mind. Contradictory to our beliefs our minds are behaving irrational more often than they are not (3), as is highlighted by a growing number of behavioural psychologists likes of Daniel Kahneman, Elliot Aronson, Dan Ariely and many more. Academic research in behavioural field focuses mostly on experimental trials and identification of particular biases and faults in human cognition. Based on years of academic research in this field the aim of our article is to analyse the most common cognitive biases and misassumptions that humans commit during their decision-making process. Identify easy experiments that can be conducted in real time during education process and will create a lasting impact on students. Furthermore, this paper establishes a methodology for practical education of students in behavioural fields aimed at helping students understand the delicate and fragile nature of human decision-making process. After identification of key aspects and topics, experimental part of the research was done on 30 students. Based on detailed feedback conducted before and after the lectures where delivered study aims to identify how students opinions changed in regard mostly but not exclusively to confidence in their own decisions, understanding of the process their mind works and realisation of fact that they can be easily manipulated. In future research we aim to link these changes in perception of one's own cognitive process to improvement in business performance, communication and resistance to fake news and propaganda. We also aim to iteratively analyse and improve the course based on measured change in student's perception and feedback provided.