Assessment of the Impact of Factors on the Economy and Financial Behavior of Households in the Context of a Cognitive War

The purpose of the study study is to assess the impact of external and internal factors on the economy and financial behavior of households in the context of a cognitive war against Russia. The problem of selecting key factors will always be relevant due to the constant changes in the population’s capabilities, living conditions, and technologies that can influence the human brain and consciousness. Therefore, the role and significance of state institutions in ensuring information security, developing the economy and financial markets, improving the level of education and literacy among the population, and successfully achieving the goals of the special military operation are increasing. The article substantiates key factors, including cognitive warfare, pricing, welfare, employment, state effectiveness, and digitalization, which directly affect sustainable economic development and the quality of life for the population. The materials and methods of the research are the information base formed on the data of official statistics. The methods used include observation, grouping, index analysis, factor analysis, and data comparison. Research results: a theoretical model has been developed to assess the impact of factors on the economy and financial behavior of households, as well as the classification of factors and the criteria for their reflection. The study also identifies the specific features of regional economic development and the financial behavior of households in an unstable environment. It is established that the degree of rationality in behavior depends on the economic and financial literacy of households, financial education, and the rationality of people’s actions in the markets. The study assesses the key factors and their impact on the economy and financial behavior of households over the period 2010–2024, allowing for an objective reflection of the reproduction processes, as well as the specifics of regional development and the internal and external environment of household activities. Conclusion: the use of a statistical approach allowed for an objective assessment of the impact of key factors on the population’s economy and financial behavior, as well as the specific features of territorial development. It was found that the cognitive war against Russia did not have a significant impact on the well-being of households, their economy, and financial behavior. However, the illegal sanctions imposed by the United States and the European Union had a negative effect on pricing and foreign economic activities, leading to increased inflation and reduced exports. Therefore, the government has developed 19 national projects, changed the direction of export products from European to Asian, increased the key bank rate to reduce inflation, and implemented measures to ensure the country’s sovereignty.