I tell them that when I'm reading a book that I love, I never want to put it down. I read it in every spare second I have, look forward to picking it up again, savor it. If that's not how they're feeling, they picked the wrong book. What I have done in these instances is to do some serious interviewing of the kid. Make it a point to be familiar with some kid friendly lit, have books at hand to recommend based on kids' interests.
Book talks are a worthwhile way to spend time.
Trust your instincts and keep fighting the good fight- you are helping grow readers rather than students.