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Questions about incentives and loyalty programs

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1. When you are about to buy a product or use a service do you pay any attention to loyalty programs (points, cash back, free shipping after certain number of purchases)? Does it affect your decision to use this website at all or do you just see it as an additional benefit?

2. When you recommend services to your friends (via e-mail, Facebook, Twitter etc), do you do it only because there is an incentive (like $10 credit form Groupon or free space on Dropbox), because the product is great or you don't do it at all?
 
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