Minor Truth Of Girl Math On Mental Accounting Perspective

Zahrah, Niswatin and Soeherman, Bonnie (2024) Minor Truth Of Girl Math On Mental Accounting Perspective. Assets: Jurnal Akuntansi dan Pendidikan, 13 (3). pp. 202-218. ISSN 2302-6251; E-ISSN 2477-6251

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Abstract

The "Girl Math" trend has become widespread and viral, seemingly supporting the idea that women tend to be impulsive when shopping. This research discusses the phenomenon in the context of mental accounting. This research aims to construct a conceptual model of girl math from the mental accounting perspective. This research uses the interpretivism paradigm to explore the meaning of the reality being studied through the triangulation of interview methods, observation, and information analysis through social media, the internet, and other relevant articles. This study found that almost all-girl math trends encourage impulsive buying behavior. They have a logic and mental accounting that differ from the general rational standards. Girl math has its own rationalization. The mindset of girls math occurs due to internal and external factors. Internal factors include emotions, the availability of economic resources, and self-control. External factors include community roles, product attraction, and media framing. Girl math could become another truth, but it is merely the truth of a minority.

Item Type:	Article
Uncontrolled Keywords:	Mental accounting; Impulsive buying behavior; Girl math; Decision making; Self control
Subjects:	H Social Sciences > HF Commerce > HF5601 Accounting
Divisions:	Faculty of Business and Economic > Department of Accounting
Depositing User:	Ester Sri W. 196039
Date Deposited:	05 Mar 2025 02:04
Last Modified:	05 Mar 2025 07:05
URI:	http://repository.ubaya.ac.id/id/eprint/48103

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