Learning motivation is a holistic complex that combines different learning processes, methods and pedagogical means to induce students to productive cognitive activity. Learning motivation directly contributes to the active assimilation of educational content, i.e. the knowledge, skills and abilities necessary for an individual. The process of shaping the ways of motivation takes place in the course of joint activity of teachers - it is learning motivation, and their attitude towards professional duties, and on the other hand - students, it is learning motivation and their internal, self-motivation. The learning process in today's world requires a number of important changes in the organization of forms and methods of teaching information to students. There is also an urgent need to use new means and mechanisms to influence the system of motivation of university students. It is also necessary to introduce new motivators for learning, taking into account gender differences, separately for boys and girls. The result of these activities is to build a set of psychological and pedagogical impacts on students, which will effectively increase the motivation to achieve success in the learning process. The dominant needs and motives play a leading role in the activities of a person - in communication, learning and professional and labour activities, especially in the period of personality formation at the student age. Nowadays, there are global changes in society, technogenic nature of life, restructuring of values and priorities, emergence of new professions, which leads to radical changes in the needs and motives of young people. The study and prevention of the difficulties faced by the personality in student age has a positive impact on the construction of personal needs hierarchy, dynamics and development of their own motivational sphere in general, helps them to build and strengthen the motivation to achieve success as a dominant life style.