With the growth of eBooks, a global romance brand wanted to minimize a growing “ebook effect” where those who read their material online were less satisfied than those who read in hard copy print format. They wanted to close perceptual gaps between print and digital readers—and improve eBook readers’ commitment to the brand. We launched a values study (via webcam) nationwide among romance readers to map rational and emotional decision trees and purchase drivers. Insights from this research revealed opportunities to motivate and persuade consumers in both the retail and online purchase environments—including messaging, merchandising, positioning, and amenities/programs. It also added value to publisher’s “customers”—brick and mortar and online retailers that help drive distribution and consumer purchase.