A.K.A. the concept of “libertarian paternalism” from https://en.wikipedia.org/wiki/Nudge_(book).

If you know what’s good for someone (presumably in some data-driven/evidence-based objective sense), and your goal is to get them to do it, sometimes the highest-ROI path is to give them an incentive that causes them to want to do the right thing for the “wrong” reasons, i.e. reasons that convince them, but which are either outweighed or entirely contradicted by facts they don’t have, with the “real” reasons being entirely orthogonal to the ones you gave.

In other words, you want to convince them to do something within their existing model, rather than first attempting to expand their model into one compatible with being convinced by the actual reasoning.