“…These issues have the potential to create an additional set of problems; specifically, the idea that monetary valuation, as an extrinsic motivator (i.e., a force that motivates people to act for purely instrumental reasons primarily in relation to the prospect of an exogenous gain), and by extension the incentive programmes that are often designed based on valuation exercises, can displace peoples' intrinsic motivations (i.e., pro-social and pro-nature motivations based on pure enjoyment and satisfaction) for conserving biodiversity and ecosystem services leading to an overall decrease in the "demand and support for environmental protection" [44,71]. This so-called "crowding-out" effect (i.e., where monetary valuation, discourse, regulations and incentives displaces peoples' intrinsic motivations for environmental action as a consequence of reduced satisfaction, control aversion or frame shifting) has been identified, but so too, albeit to a lesser extent, has a "crowding-in" effect (i.e., where monetary valuation, regulations and incentives reinforce peoples' intrinsic motivations to engage in environmental protection through internal satisfaction, social standing, or positive attitudes and trust) [71].…”