Abstract: The invention provides systems and methods for administering a rewards program in which a discount is offered to participants, and in which individuals redeem earned points at a personalized redemption rate. Points are earned by both shopping and social media activity. The personalized redemption rate is determined according to the activity of a user. The rewards program preferably includes real-time earning of points and real-time price reductions. In certain aspects, the invention provides a method of influencing consumer behavior that includes using a computer system for giving consumers reward points for performing activities, determining a redemption rate for each consumer, offering the consumers a discount on a purchase, and—for each consumer that accepts the offer—depleting that consumer's reward points by an amount inversely proportional to that consumer's redemption rate.