Change Behavior
In order to produce a change of behavior, you need to “reward” the behavior you are seeking and dissented the behavior you don’t want to. Thus, you won’t exclude those people who perform opposite to your desired behavior, but they have an incentive to change due to the reward that is being offer and that is attainable to them. As for those whom already perform in line with the desire behavior, they get already the reward as they have attained the desirable behavior you have defined.