Answer:
They make the action less profitable.
Step-by-step explanation:
Example of this would be when we decided to eat junk food everyday. This action will be benefit us in the terms of taste satisfaction. which make us crave our meal time everyday.
But, this have a huge negative incentives to our health. It will shorten our lifespan and make us more prone to various types of illness. Because of the negative incentives, eating junk food as our main diet will be less beneficial/profitable course of action for us.