The main idea of the work is to address issues related to the activation of incentives in students of educational institutions, as an integral part of motivation in pedagogy, which is one of the priorities of higher education, in turn, the correct and timelyapplication of motivational factors allows qualitative analysis, on the activation of cognitive interest in training. The purpose of the article is to study and qualitatively assess the methods and ways to stimulate students while studying in higher education. In solving the set tasks, a qualitative analysis of the known literature on the definition and application of motivation in the educational process. Definitely a stimulating process as a factor of psychological motivation. It is concluded that neither in understanding the essence of the stimulus, its role in the regulation of behavior, nor in understanding the relationship between stimulation and stimulus does not exist
