Free > Discount > Full Price

The heading says "Expert: Giveaways Can Work Better Than Discounts".

Of course, the spirit of the article isn't to instruct us to give everything away.

But at some point, we have to stop the marketing hype that suggests we can solve all of our problems by giving the customer something for nothing. Multichannel Forensics work continually shows that customers move from full price to discounts to freebies ... they don't move the other direction nearly as fast.