| Summary: | In times of crisis, stabilization of the sphere of socio-economic activity implies appearance of moral potential as the framework for the mental matrix and standard, traditional economic behavior pattern of the Russians. The purpose of the article is to reveal the features of moral potential manifestation of a person in the sphere of socio-economic activities in modern Russia. Theoretical and methodological basis of scientific studies is interdisciplinary approach, neo-classical approach, and multifactorial approach. Transdisciplinary approach unites those approaches with common objective and functions as an integrative program of the study. Effectiveness of economic activity and future economic results depend on the extent of development of economic activity patterns that are hidden in mental molds and traditional mental matrices of the people and determined by the system of values and ideas, attitudes and especially their moral potential. One can survive in a world of global civilizational crises only under condition of realization of their moral potential as the basic foundation of the people’s economic mentality feature, since its development laws regulate both industrial and social relations and determine the future of a particular country as well as of all mankind.
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