identified two independent motivational directions in
the process of applying this motive: the desire to
succeed and the desire to avoid failure. In this case,
the motive for success is determined by a person's
desire to increase their level of ability (Gordiva, T. O.,
2006).
According to H. Heckhausen, the motive for success
is emphasized as an attempt to maintain and expand
the highest level of potential when the criteria of
human success are applied. The results of such
activities can lead to success or failure. The
motivation to succeed is focused on a specific end
result, i.e., to succeed or not to fail. To be successful,
goals need to be constantly reconsidered.
According to G. Murray, the need to succeed is
characterized by the following concepts: the
performance of difficult tasks, management,
regulation, organization of the relationship of
individuals and ideas of physical objects; complete
tasks as quickly and independently as possible;
overcoming obstacles and achieving high results;
development, competition, and superiority;
demonstration of talents and strengthening self-
esteem.
Accordingly, M. Sh. Magomed-Eminov defines the
integration of motivation for success as a functional
system of affective and cognitive processes. In the
process of motivational management of activity,
special components can be distinguished that perform
certain functions: relevance motivation (desire to act
and initiative), selection motivation (process of
selection of goals and corresponding activities),
implementation motivation (regulation of action and
control over the implementation of desire), post-
realization motivation (processes aimed at stopping
movement or changing one action to another).
One of the mechanisms for achieving success
motivation is the assessment of the emotional-
motivational significance of the situation, which
stems from the assessment of the situation and the
overall competence to achieve success. The intensity
of the motivational tradition varies depending on the
magnitude of the two parameters, such as the motive
for success and the avoidance of failure (Vilyunas, V.
K., 2006).
There are relatively different views on the
relationship between striving for success and
avoiding failure. In particular, D. Atkinson
emphasizes that the motives for success are
proportional poles; if a person is focused on success,
he is not afraid of failure, and vice versa. In other
studies, if the desire to succeed is clearly expressed,
it is believed that failure does not lead to strong fear
if it is associated with some serious consequences.
There is evidence that there can be a positive
relationship between striving for success and
avoiding failure. Therefore, the desire to strive for
success or to avoid failure is inseparable. They can
also be at both high and low levels of both aspirations
(Ilyin, 2000).
The motivation to avoid failure is to try to avoid
failure in any situation, especially when its results are
accepted and evaluated by other people (Davletshin,
1997).
It is known that research on the motivation of human
activity and the results of research in this area show
that the success of human activity, when faced with
three factors, increases the attractiveness and interest
in solving these tasks. People who fail do such work
with very little interest, sometimes losing interest.
Individuals who initially tried to succeed often
achieve good results after failing. But with failure at
first, individuals, on the contrary, achieve high results
after success. The activity of a person with a high
motivation to achieve a goal is more productive than
that of a person with a motivation to avoid failure.
In addition, there are certain differences between
the personal successes and failures of individuals who
succeed and those who do not. Individuals who strive
for success believe that their success depends on
personal factors, i.e., effort, perseverance, ability, and
that unsuccessful things usually happen in random
situations. People who avoid failure associate their
success with external factors, particularly luck, the
difficulty or ease of a given task. If the activity fails,
they analyze their options. In addition, subjects with
a very strong motivation to avoid failure often fail to
properly assess their potential, become frustrated by
failure, and lose confidence in themselves. Success-
oriented subjects usually act differently; they value
their opportunities and abilities appropriately and are
not confused by failure (Kuraev et. al., 2000).
2 ANALYSIS
In general, motivation for success is understood as a
force that can lead to success based on certain human
actions. This particular direction, intensity, and
determination are manifested in the activity.
Motivation to avoid failure is a mechanism designed
to avoid various mistakes and failures, and the person
who fails tries not to make mistakes again, sometimes
trying to change their failures completely or partially.
Action towards success is determined by the
predominance of motivation in a person to avoid
failure. Thus, the motivation to succeed is positive
and contributes to a person’s personal development.