In this article, the authors address the critical role of behavioral consequences in motivating occurrences of safe and at-risk behavior. The challenge of motivating occurrences of safe over at-risk behavior can be realized by understanding the power of intrinsic or natural consequences. While at-risk behavior is facilitated by natural or intrinsic consequences such as relative comfort, convenience or efficiency, the safe alternative is often inhibited by relative discomfort, inconvenience or inefficiency. As a result, extrinsic incentive/reward or disincentive/penalty contingencies are often implemented, with motivation by negative consequences (e.g., a penalty for at-risk behavior) used more often than positive consequences for safety-related behavior (e.g., if-then or now-that rewards).
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