Have a meeting with him about chores he should be doing. Once you have an agreement about what chores he should do, make up a chore chart and let him check off which ones he has done. Don't set specific times to do them. Let him choose *when* to do them, you and he together choose *what* he must do. Have specific consequences (natural if possible) for not doing the chores. Perhaps no reading until he finishes a certain chore would help.
Does he get an allowance?
Does he get paid for any chores? My theory on this is that kids should be paid only for chores that are out of the ordinary and regular chores should be expected as part of being in the family.
He might be too old for these books, but maybe not. He can read them himself.
Feeding Penny the Pig by Jeanine Fox
The Berenstain Bears and The Trouble with Chores by Stan and Jan Berenstain
Do I have to? Kids Talk about Responsibility by Nancy Loewen
If Everybody Did by Jo Ann Stover
There is a great list of character education books here and it is organized by character trait.
About.com: http://www.monet.k12.ca.us/burbank/library/character_ed.htm