The financial market is an important element of the economic and financial system. Its functioning is essential for the efficiency of the economy on the national, international and global level. The ability to use the mechanisms of the financial and capital market determine the efficiency of the economic entities of the real economy: companies and households. An important determinant of the manner and efficiency of the functioning of the financial market is the behavior of its participants. The dominant economic concepts of the financial market functioning proved to be insufficient, therefore, they have become the subject of investigations on the grounds of neurology, neurobiology, psychology, and recently also genetics. Innovative concepts, without denying the essence of the laws and regularities formed on the basis of economy and finances, contribute to a deeper understanding of the rules of financial market functioning and are of great significance for practice.