In this study, the authors used expectancy theory to examine key factors that motivate business faculty to conduct research. The survey results, from 320 faculty members at 10 business schools, showed that faculty members who assign higher importance ratings to both the extrinsic and the intrinsic rewards of research exhibit higher research productivity. Study findings suggest that: (a) untenured faculty members are motivated by extrinsic rewards; (b) tenured faculty members are motivated by intrinsic rewards; (c) research productivity is positively correlated with tenure status and the percentage of work time allocated to research activities and negatively correlated with years in academic employment; (d) there is no relationship between research productivity and academic discipline; and (e) there is no relationship between research productivity and gender. (Contains 6 tables and 1 figure.)