The article explores unconscious motivations of human behavior in the financial market. Author introduces the following new notions: 1) “financial magnetism”, i.e. the motivation which is responsible for attracting investor to the market, and enables the investor’s “internal compass” to indicate the way through the market uncertainty; 2) “propensity to presence”, i.e. the motivation to wait, to be calm, not to panic in the very volatile market conditions, to have internal felling of the right moment to act; 3) “automotive volition”, i.e. the motivation, even the inner-directed force to get the goals, find the solutions, make decisions, and do best in the situations when no enough time to think and make the right choice is available.