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F-Commerce Handbook by Paul Chaney, Paul Marsden

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SECRET 4

INCENTIVIZE INTELLIGENTLY

Call it what you will, incentives are what get people to work harder.

NIKITA KHRUSHCHEV

THE ENCHANTED FOUNTAIN

Deborah wants an Enchanted Fountain. All her friends have them.

They only cost $2.

$2 in YoCash, that is, virtual cash for the Facebook-based game YoVille, from social-network game-developer Zynga. The Enchanted Fountain would make a nice water feature for Deborah’s virtual home in YoVille, a personalized space in Facebook, a digitally simulated environment in which she can entertain and interact with others.

The problem is that Deborah doesn’t have any virtual cash left for her Enchanted Fountain. Of course, she could buy some more from Facebook in exchange for real cash, just as the 227 million ...

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