Cognitive motivation is a theory of motivation that states that behavior is an active result of the analysis and processing of available information, rather than an innate and mechanical set of rules that the mind uses to respond to situations. The theory assumes that behavior is based on a process of thought rather than on a preprogrammed set of mental instructions. The term cognition refers to any process of thought, and motivation is the activation of behavior or action.

There are several different theories of motivation; cognitive motivation is but one of many explanations of why exactly people and animals do what they do. Most theorists that do not support the idea of cognitive motivation state that motivation is need-based or drive-reducing. Need-based motivations assumes that people and animals act based on their needs for food, reproduction, water, or anything else they may need. Drive-reducing theories are similar, and state that people and animals all have powerful drives for food, sex, and other things and that they are motivated to take action only to reduce these drives. Cognition may have a place in these theories, but it is not thought of as the basis of motivation and behavior.

There are two different forms of cognitive motivation: intrinsic and extrinsic motivation. Intrinsic motivation refers to tasks that are rewarding in and of themselves, such as the pleasure of solving a puzzle, learning, or playing a game. The motivating factors for taking such actions are not external, but internal. Extrinsic motivation is the opposite and involves engaging in a task because of external factors. This can mean working for money and food, or it can involve taking actions to avoid harm.

Cognition is the process of weighing the costs and benefits of any task, whether it is undertaken for internal reasons, external reasons, or some mix of the two. Need-based motivation theories would state that a person chooses the job that best allows him to provide for his needs, which usually involves making money to obtain food, shelter, and to provide for children. Cognitive motivation theories explain why people choose jobs that they like more even though they pay less and provide less. There is an intrinsic motivation factor that drives people to do things just for the enjoyment it provides them, even if that means sacrificing their needs to some degree.

Cognitive motivation is based on two primary things: information available and past experience. A person will think about a situation based on what sensory input is available. He will also refer to his past and try to relate past experience to the situation at hand.