Igor V, Lebedev and Alexander Yu. Kuznetsov
Aim of the study: The life of modern society is closely linked to various risks: political, social, economic, financial, technological and others. Psychological aspects of people's behavior in a situation of risk were in the center of attention of psychologists at the beginning of the formation of Applied Psychology. Psychological readiness for risk was considered as a personal property, acting as a professionally important quality in dangerous professions or as an undesirable quality, contraindications in professions where it is necessary to exercise caution, prudence. In the context of the energy crisis and The Associated economic downturn, firms and manufacturing organizations were competitive, ready for flexible changes in product types, as well as for organizational and technological innovations. In this regard, researchers began to study a new type of risk - economic risk. Methodology: Traditionally, entrepreneurship is perceived by the general public as a risky, unpredictable and emotionally stressful activity. However, the person who likes it sees it as an outstanding value, an opportunity for professional and personal self-realization. She is clearly aware that business, like any other job, has its own goals, objectives and interests, which are quite closely combined with economic and psychological components. If profitability and profit are indicators of the economy, then self - realization of the individual is an indicator of psychological success. And money performs not only economic functions, but also becomes an important factor in the formation of the human psyche. Hence, it is absolutely logical that success in entrepreneurial activity depends on the psychological readiness of the individual for economic risks. Conclusion: The strategy of economic activity for the material support of one's life has a significant impact on such readiness. Therefore, the main obstacles to starting their own business, according to the unemployed themselves, are lack of funds, complex and contradictory legislation, large and unfair competition, as well as the dependence of small and medium-sized businesses on the political situation in the country, and so on.