Creative energy of consumers is captured and incentivized by businesses when the businesses provide personal incentives that reflect the extent to which the consumers make productive contributions to a socially networked business and consumer space. The personal incentives provide consumers lower prices through coupons, rebates, or other discounts for various items sold or distributed by the businesses. Consumers that are more productive or active in the social space can receive lower pricing on items. The personalized incentive for a particular consumer may be based on the quantity and quality of product reviews provided by the consumer as well as other factors such as consumer loyalty to a particular merchant or business. This business and consumer space spans the brick-and-mortar as well as the online retail spaces allowing consumers to use a mobile device to make online purchases by scanning a tag on a tangible object in a brick-and-mortar store.