ABSTRACT  The motivation theories of three prominent writers in management and human relations are applied to problems of motivation and demotivation in the TEFL classroom. More is known about ways of reducing negative learning attitudes than about ways of increasing motivation. There are at least four ways in which demotivation is linked to the way the teacher sets learning objectives and evaluates student achievement of them. The student must: (1) understand the objectives, (2) see that he is achieving them, (3) believe they are relevant to him, and (4) believe the instructor considers them important.