This study investigated what motivates Brazilian academic researchers to get involved in University-Industry Technology Transfer (UITT) and deterrents to contributing to this process. The research relied on interviews with experienced academic scientists and managers from four universities in Brazil. Determination, persistence and entrepreneurship, related to motivational types Self-direction and Stimulation, were prominent. Hedonism, Achievement and Power - highlighting a shift in their professional identity - were also observed. Universalism type involved opening career opportunities, awakening and maintaining the interest of students. The major motivational goals were: generate resources, solve problems, professional challenge, personal gains, personal gratification, academic prestige, competition, and solving problems of society. Factors that discouraged researchers were: time required for UITT, lack of incentive, innovation environment, and fear of contravening university rules, among others. Knowledge of motivational profiles of academic scientists favors the development of incentive policies and programs for UITT, helping to attract and retain qualified researchers at Brazilian universities.