Health communicators develop messages that motivate target populations to adhere to recommendations; incentive appeals help encourage these actions. Incentive appeals provide some incitement or stimulus to motivate individuals to engage in behaviors advocated in health messages. It is essential that developers of these messages consider how incentive appeals can be most effective. This entry provides an overview of different types of incentive appeals, delineates conditions under which traditional incentive appeals are less effective, and outlines strategies to increase likelihood of incentive appeal success.