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Whether or not someone does or does not take a particular course of action often boils down to a competition between different incentives. When a criminal considers robbing a bank, they must weigh the negative incentive of going to prison or getting shot in the attempt against the positive incentive of potentially coming away with a lot of money. When an employee is struggling to get out of bed in the morning, they must weigh the positive incentive of getting a few more minutes of rest against the negative incentive of getting in trouble with their boss.
