I am extremely grateful to the Sheth Foundation for their financial support of my research area–low literate consumers. I was blessed to receive multiple dissertation grants sponsored in part by the Sheth Foundation. These grants helped me collect depth interviews with adults who possess limited literacy skills. Because the Sheth Foundation believed in the potential value of my work, I gained confidence and committed myself to working in a previously unexplored area. The dissertation resulted in a Robert Ferber Award-winning article published in the Journal of Consumer Research…a huge accomplishment that would not have materialized without the support (both financial and conceptual feedback) of the Sheth Foundation and its partners. Thank you from the bottom of my heart….