THE ZERO PRICE PARADOX: WHEN AND WHY ZERO PRICES ARE LESS EFFECTIVE THAN LOW PRICES IN DRIVING CONSUMER DEMAND. Journal of Economics, Accounting, Business, Management, Engineering and Society, [S. l.], v. 1, n. 3, p. 34–47, 2024. Disponível em: http://kisainstitute.com/index.php/kisainstitute/article/view/15.. Acesso em: 26 oct. 2025.