The SHETH Dissertation award in consumer psychology, for which I was a runner-up, is noteworthy to me in several respects. First, as part of the application process, the reviewers provided useful feedback on my proposal, which influenced my thinking and the subsequent experiments I ultimately carried out. Second, as a runner-up I was given funding to present at the Society for Consumer Psychology, which served as an excellent way to share and receive feedback on my dissertation as a graduate student. These were influential in my career as they culminated in successfully publishing my research in the society’s journal, the Journal of Consumer Psychology. Thus, to me, the award, and the activities attached to it, provided a remarkable means for cultivating and stimulating the thinking and ideas early in my career. I valued the experience so much that I urge Ph.D. students to apply for the award.