Motivation through a combined financial approach can boost weight loss and physical activity
Researchers from Leiden University in the Netherlands have explored how motivation works best when people are asked to change lifestyle habits like dieting and exercise. A strategy often described as a blended “carrot and stick” approach combines the lure of a reward with a financial risk. In practical terms, individuals might invest money to participate in a program and stand to gain more money if they meet agreed targets, while failing to hit goals could mean losing part of that initial stake. This concept, as reported by Leiden University, highlights how financial dynamics can influence commitment to healthier behaviors.
Some health insurers already use monetary rewards to encourage customers to be more active. The central idea is to create a carrot that stimulates participation and initial adherence. Yet, psychologists observing real-world use note a frequent problem: many participants revert to old habits once the rewards disappear or lose momentum. The continuation of new exercise and eating patterns often requires more than one-off incentives to maintain momentum over time.
Conversely, a stick-based approach—anchored in financial risk from an upfront investment—can pose risks. For individuals with cardiovascular conditions or those who feel stretched by money, financial penalties may backfire, potentially increasing stress or undermining motivation rather than sustaining it. The key insight is that fear or punishment alone may not support long-term health behavior change for every person.
David de Buisonger, whose work at Leiden University informs these observations, argues for a balanced strategy. In a controlled experiment, 137 participants used a mobile app to track daily steps and were required to invest funds to participate. The design rewarded successful weight loss by doubling the participant’s stake, while failing to meet step targets could lead to losing the deposited money. The setup aimed to fuse accountability with tangible incentives, testing whether financial commitments translate into durable action. The resulting behavior change showed notable effects: participants increased their average daily steps by about 60 percent, indicating a strong motivational shift when personal money was at stake and clear targets were in place.
The implications extend beyond a single study. The phenomenon appears to be more prevalent in the United States, where similar apps and programs have gained traction in the consumer health space. An extensive six-week program run by the StepBet platform enrolled more than 70,000 users who paid an upfront fee of $40. They could reclaim their stake along with any earned bonuses at the end of the trial. Approximately three-quarters of participants met the step-count requirements and earned rewards, suggesting that structured financial incentives can significantly influence engagement and outcomes in large groups.
These findings invite careful consideration for health programs and insurers in North America, including Canada and the United States. While the carrot-and-stick model holds promise for spurring initial participation and sustained effort, practitioners emphasize the need to tailor approaches to individual circumstances. For instance, some individuals respond better to loss-framed systems that emphasize what they stand to lose rather than what they might gain. Others benefit from positive reinforcement that reinforces autonomy and intrinsic motivation, reducing the risk of burnout or financial stress. In practice, the most effective programs often blend elements of both approaches with flexibility, supportive feedback, and options for opt-out or reduced-risk participation. The overarching goal is to cultivate a durable habit of activity and healthier eating without creating unintended harms or dependency on incentives.
In the broader context of behavioral health, these studies underscore that motivation is not a one-size-fits-all mechanism. The most successful strategies tend to align with an individual’s values, financial comfort level, and personal health goals, while also offering clear, attainable milestones. The evolving landscape of app-based health interventions continues to explore how to optimize engagement, using data-driven insights to balance accountability with encouragement and to support lasting, healthier lifestyles for diverse populations in North America.
Previously asked questions about diet and weight loss continue to surface, such as how lemon water might influence weight management. These discussions reflect a wider curiosity about simple interventions and the psychology of habit formation, reinforcing the idea that motivation is as much about daily choices as it is about big plans.