The basis of economic liberalism relies on individual lines and private property. Large numbers of financial decisions are based on unique needs and interests as long as they are allowed to act without limiting conditions. Economic liberalism works as long as people's choices do not negatively affect other individuals through pernicious activities, such as robbery or fraud.

Behavioral economics is applicable in a free market; private enterprises are allowed freedom in the market and are free to set prices. They can allow government intervention if the government supports and promotes competition on the market and does not interfere with their interests. Behavioral economics also applies to a free market through the impact on private enterprises' marketing and day-to-day operations. Producers find new and better ways to advertise their products, which influence the choices of consumers.