It is a familiar thought that in friendship and romance, people’s good qualities are reasons for loving them. This chapter clarifies the kinds of reasons—and the forms of reasons-responsiveness and evaluation—at issue. It offers a new model for understanding love as a form of valuing. On this model, love is both a response to reasons and a source of reasons, and the two sets of reasons are complementary parts of a single coherent, interlocking package. On this basis the chapter answers various standard objections alleging that the “qualities view” fails to tie us adequately to our loved ones. Love in friendship and romantic contexts is revealed to be a matter of character in many respects. Some of our most fundamental values are manifested in whom we love, why, and how. Small wonder loving is so important to our sense of ourselves as individuals.