Student motivation for achievement is a particular concern in college teaching. The desire for students to learn for the sake of learning is strong, yet this often leads to "dumbing down" the curriculum. In this article, I present a case analysis of motivational dimensions of instructional practice in college classrooms using a social cognitive theory approach. Three dimensions are discussed: task, authority, and evaluation. Examples are provided to describe the role that challenge and support play in each of these dimensions. Implications for student motivation and learning are provided.