Steven Moore, in his discussion topic "Chef Instructor" in The Lounge, raises an excellent point about the potential predispositions students may have about a particular subject and/or class, and how those predispositions may sometimes create challenges in motivation. Steven suggests that utilizing different teaching and learning styles can help.
One technique that I have used is to have students in a new, or first, class create, based on their interests and expectations, their own learning objectives for the course (with guidance). I then introduce the established learning objectives and integrate the students' input into them. Typically, even though there may not be extensive knowledge of the subject-at-hand, it is surprising how aligned both sets of objectives are. Then referring back to the aligned objectives as the course proceeds maintains career relevance and encourages continued buy-in.
As Faculty Coaches, I challenge us to encourage our instructors to continuously seek out new ways to present material, and create interactive, career-relevant and motivational learning environments.