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Faculty adoption of virtual worlds remains low. Understanding the barriers, constraints, and motivations of existing adopters as well as non-adopters may help explain and provide guidance on how to improve faculty consideration and adoption of virtual worlds as a learning environment. Six virtual world adopters and two non-adopters were interviewed individually to answer the question: how do faculty and staff come to adopt or not adopt virtual worlds as a learning environment. An analysis using the transcriptions, the developed narrative stories, and the supporting field notes, found six recurring themes: personal relevance of the technology, cost is an issue but not a showstopper, learning is not alone, sound pedagogical integration is a must, adopter commitment, and adopter characteristics. The adoption process found in this study is compared to Roger’s Innovation Decision Process. Follow-on research efforts are also presented. This was presented at the 2012 Association for Educational Communications and Technology annual convention.