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Item ИЗУЧЕНИЕ МОТИВАЦИОННОЙ СФЕРЫ ЧЕЛОВЕКА В РАМКАХ СОВРЕМЕННОЙ ПРИКЛАДНОЙ ПСИХОЛОГИИ(2021) Брайлян, НаталияContemporary applied psychology has a strongly pronounced active component. This branch performs a creative function – the psychologist studies the personality of a subject, constructs it, helps him change and develop, become a different person. Psychological knowledge about the internal motivation of one’s personality plays a significant role in this process. Applied psychology is a social phenomenon that affects both public consciousness and the establishment of behavioral norms and rules, values and ideals of individuals, groups and society as a whole. Scientists and practical psychologists who study personality, its motives, structure and hierarchy of the motivational sphere of people are responsible for scientific credibility, reliability of published research results, correctness of conclusions, honesty, sincerity and transparency of scientific position. The value of the applied aspect of psychology – the published psychological knowledge – evokes a public resonance: on their basis, a lot of humanitarian scientific paradigms and concepts that are significant for the social world are formed. Keywords: applied psychology, personality, motivational sphere, society, motives, values hierarchy, consciousness.