Objective: Generate and test parents' understanding of values and associated reason statements to encourage effective food parenting practices. Methods: This study was cross-sectional. Sixteen parents from different ethnic groups (African American, white, and Hispanic) living with their 3- to 5-year-old child were recruited. Interested parents were directed to a Web site, where they provided screening information and informed consent. Two types of telephone interviews were used: semistructured intensive interviews and cognitive interviews. Results: The most common core values identified in the semistructured interview were religion/spirituality, family, and health, which appeared invariant across parent ethnicity. Parent responses to cognitive interviews enabled rephrasing of statements that were not well understood, the list of values was increased, and reason statements were added to cover the spectrum cited by parents. Conclusions and Implications: Values and reason statements will be used to tailor intrinsic motivational messages for effective food parenting practices. (Contains 3 tables.)