ABSTRACT
Behavioral product design is critical to integrated product policy and opens up new opportunities for manufacturers, consumers and society in whole. Behavioral design theory since the 90s of the XIX century evolved as a synthesis of physiological theory of reflexes and reinforcement, psychoanalytic theory of the crowd and operational conditioning, theories of public opinion management and organizational change, institutional concepts of consumer behavior, computerization and the development of data networks. In foreign practice, behavioral design is used in building human interaction with digital devices, architecture, reducing the crime rate, protecting against errors in organizing processes in healthcare, creating energy-saving and resource-saving products, creating eco-friendly products, increasing the safety of using products, solving problems associated with coronavirus, reduction of screen time, impact on public opinion, creation of virtual products for healthcare, education, welfare. In Russian practice, the potential of behavioral design is not realized. The research methodology is based on the combination of classical and multidisciplinary scientific approaches, including methods of behavioral economics, institutionalism and consumer marketing.