One challenge when launching new technologies is to overcome consumer resistance to change so as to accelerate market acceptance. This is the case of e-book readers. The present study investigates individuals’ perceptions of the utilitarian and hedonic values of such devices and their congruence with self-image as determinants of adoption. Additionally, consumer profile and familiarity with the new technology as a whole influence individuals’ perceptions of this particular technology and its congruence with self-image. Findings show that perceived enjoyment and self-image congruence complement perceived usefulness in forging a favorable attitude toward e-book readers and adoption intention, and that knowledge proves essential in the adoption process. Moreover, people highly involved with reading tend to perceive e-book readers as useless, which hampers their adoption.