New research asks the question whether bribing kids to eat more fruits and vegetables can change their eating habits – even after the bribe goes away. Of course for adults, we don't call them bribes. We call them incentives. And incentives are all the rage. The worry is that by creating a financial incentive for a health behavior, you crowd out intrinsic desire. In other words, you lose that internal drive to improve your eating habits or your health. The drive instead comes from a financial incentive. So when the incentive ends, so does the drive to change behavior.