Variable Data in Web Forms

Hi Rick,
I am trying to add variable text in various areas of an aspx page and cannot figure out why it is working on one and not the other.
I see other examples where you have it working using the same <%# syntax but am not sure why...
Can you tell me what I am doing wrong on the checkbox to get variable text message.
Thanks much,
Craig

<tr>
   <td valign="top" colspan="2" align="center">
      <div class="smallbody">
      <hr />
         <!-- THIS WORKS -->> 
         <%= this.GetStoreMessage(4) %>    
      </div>
      <small>
         <!-- THIS DOESN'T WORK -->>
         <asp:CheckBox ID="chkEmailPassword" runat="server" Text='<%# this.GetStoreMessage(4) %>' />  
      </small>
   </td>
</tr>

---