Many observers despair of the prospects of encouraging intrinsic values amo
ng students in a world controlled by extrinsic rewards. The purpose of this
article is to explore the question of whether intrinsic objectives such as
subject-matter appreciation can coexist to any degree, let alone flourish,
in the face of competing, if not higher, loyalties that involve a performa
nce ethic based on scrambling for extrinsically oriented rewards, such as h
igh grades, and avoiding punishments in the form of failing grades. Based o
n research conducted in ongoing classroom contexts at the college level, it
is concluded that the pursuit of high grades and valuing what one is learn
ing are not necessarily incompatible goals as long as certain conditions pr
evail. More specifically, students are more likely to value what they are l
earning and to enjoy the achievement process more: (a) when they are attain
ing their grade goals, (b) when what they are studying is of personal inter
est, and (c) when the dominant reasons for learning are task oriented, not
self-aggrandizing or failure avoidant.