The incentive theory of motivation is a behavioral theory that suggests people are motivated by a drive for incentives and reinforcement. The incentive theory also proposes that people behave in a way they believe will result in a reward and avoid actions that may entail punishment.

Cognitive theories of motivation rely on your thoughts, beliefs, and attitudes to explain your motivation. CDT indicates that people's beliefs affect their behavior. Simply put, if we believe one thing, then we are motivated to act in a way that fits with the belief; to be consistent.

There is a big difference between incentive and motivation. Incentive depends entirely on the promise of something external. Motivation is internal. If your work force isn't proud of either their efforts or their results, your work force is temporary.