Improving student motivation and self-concept is now an important concern of principals. Positive results arise from such diverse theories as Skinner's positive reinforcement techniques or Maslow's self-actualization model. Although evidence on cause and effect of motivation is scarce, it does seem likely that motivation is related to student self-esteem, level of aspiration, and need for achievement. Evidence indicates that motivation training can have a positive effect on students' school behavior. Increased student motivation also appears to be linked to high teacher expectations and appropriate use of feedback and praise. A clearly emergent trend is an attempt to adapt classroom structure to individual pupil motivational style. One student motivation profile measures the components of positive orientation toward learning, need for social recognition, failure anxiety, curiosity, and conformity. A variety of techniques are available to principals searching for successful ways to increase student motivation. The most significant contribution an administrator can make is to set the tone for a positive school climate. Several programs developed by schools can claim success with enhancing motivation. These programs use such techniques as open communication, pluralistic decision-making, small-group discussions, positive feedback, reality therapy, transactional analysis, and individualized curricula. (Author/JM)