A new social media trend is helping consumers justify any purchase- no matter how big or impulsive.

#GirlMaths originated on ZM's Fletch, Vaughan and Hayley, when the trio justified the purchase of an expensive dress as 'basically free' if it got worn at least four times.

RMIT University researcher Janneke Blijlevens has expressed concern about this phenomenon, and claims the trend has 'dangerous' aspects.

"What we know from other opportunities out there where we can use #GirlMaths - for example, buy now, pay later - it actually does get people into trouble. They're not thinking about the consequences."

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