An advice generation system including: a measuring unit which measures a subject's activity status and outputs activity data based on the activity status； an achievement state acquisition unit which acquires achievement state information that is achievement state information with respect to a goal to be achieved by the subject； an amount of action calculation unit which calculates action information amount that is a cumulative amount of action taken by the subject to achieve the goal, based on the activity data acquired by the measuring unit； a motivation determination unit which determines the subject's motivation to achieve the goal based on trends of change in the achievement state information and in the amount of action information, during a period until the achievement of the goal planned by the subject； and an advice generation unit which generates advice for the subject based on the determination's result on the motivation.
