The article presents an analysis of the current state of the problem of the formation of cognitive activity of applicants for higher education, the insufficiency of its development in the theory and practice of vocational education. The development of cognitive activity contributes to the formation of a positive attitude toward theoretical knowledge, educational and professional activities, the acquisition of practical skills, the formation of professional and personal qualities of applicants, their motivational, cognitive and organizational readiness for professional self-education, creating the basis for the development of an individual style of professional activity, ensuring professional mobility of the future specialist.An empirical study of the characteristics of educational and professional motivation of applicants for higher education with different styles of cognitive activity allows us to state that the subjects have divergent, accommodative and assimilative styles of cognitive activity, among which divergent and accommodative ones predominate. The leading motives for the educational and professional activity of applicants with a divergent style of cognitive activity are the acquisition of knowledge, obtaining a diploma, the desire to become a highly qualified specialist, and achieving the approval of parents and others. For applicants with an accommodation style – the acquisition of knowledge, obtaining a diploma, the desire to become a highly qualified specialist, ensuring the success of future professional activities, acquiring deep and strong knowledge. Applicants with an assimilating style of cognitive activity have mastered a profession, received a diploma, successfully continued their studies in subsequent courses, and successfully passed exams. Thus, it has been proven that a different style of cognitive activity has a significant impact on educational and professional motivation. When organizing the cognitive activity of applicants for higher education in order to activate it, it is necessary to take into account the following individual psychological characteristics of a person: temperament, which manifests itself primarily in the style of activity; degree of education – the level of development of intellectual abilities, one’s own experience in the knowledge of the world around; cognitive styles, intellectual lability; the dominant type of perception of information: visual (visual), auditory (auditory), kinesthetic; motivation of cognitive activity; manifestation of will; relationships with teachers, fellow students; emotional state, ability to self-organize.
 Keywords: motivation of educational and professional activit; applicant of higher education; cognitive activity; style of cognitive activity; activity style; cognitive style; education; higher education.