Incentive
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An incentive is a factor that makes people want to do something. The pleasure of seeing a movie is an incentive that prompts viewers to pay money to see it in a theatre or obtain a DVD. Car manufacturers offer incentives to purchasers (see "cash-back plans"). Of course, the main incentive for Americans is the paycheck. This is what gets people up in the morning (when they'd rather sleep late): it so that they can get money to feed, clothe and house their families.