“THE ZERO PRICE PARADOX: WHEN AND WHY ZERO PRICES ARE LESS EFFECTIVE THAN LOW PRICES IN DRIVING CONSUMER DEMAND” (2024) Journal of Economics, Accounting, Business, Management, Engineering and Society, 1(3), pp. 34–47. Available at: http://kisainstitute.com/index.php/kisainstitute/article/view/15 (Accessed: 26 October 2025).