Through their association with rewards, reward associated stimuli “cues” can acquire incentive motivational properties (aka incentive value), and thus the ability to attract, reinforce, and motivate behavior (Robinson and Berridge 1993; Robinson et al. 2013). However, there are substantial individual differences in the ability of cues to acquire this incentive value. Through the use of a Pavlovian Conditioned Approach (PavCA) paradigm, we have identified subgroups of individuals that differentially attribute incentive value to a food cue. Below, we describe the construction of the PavCA apparatus using modular hardware purchased from Med-Associates, and the procedures used to identify subgroups with high, medium, or low tendencies to attribute incentive value to a food cue (“sign-trackers”, “intermediates”, and “goal-trackers”, respectively.)