[music] Now we talked about how people think; what about how people feel? As I described earlier, if I don't have enough money at the counter, I just say I forgot, and it's really not a big deal to me, but if it's somebody who's low literate, not having enough money is cause for despair; having enough money is cause for celebration. Why? Because the cause for not having enough money is not forgetfulness, it's the low literacy which is the reason, very often, for their poverty and for the very, very tough life that they have led, and now they have been exposed in front of everybody for their low literacy, so it means a lot more. So, very often, people who are low literate try to maintain their self-esteem through shopping encounters. They may be willing to pay a little bit more if they are treated kindly, if there is a relationship in the store rather than if the store manager looks at them and says, "Just buy what you want and get out of here." So, the relationship matters to them, and they may be willing to pay a little bit more because they are respected. So, here's a quote that shows how a woman felt, uh, because of her low literacy. So, how to make the purchases if I go to a shop? How to ask the seller? How much would they say the price is? Whether we should ask the rate or price first or we should ask the item or product. These are all problems, if I had studied well, up to 8th standard or grade... You see, sometimes they ask me what my educational qualification is. I feel bad. I wouldn't have such feeling if I had studied. I could state my qualifications proudly. All this happens only because I have no education, isn't it? I agonize about why I didn't study, about why my family did not provide me the education. I have such feelings. I have fears due to lack of education, you see, they may ask me something at the store, I mean they would ask me the rate, state the price of a particular item. We don't know how to repeat it and we don't know how to speak about money. I have such fears. One of the things we find when people are low literate is they're very passive in the marketplace, and they sometimes are willing to pay more rather than be exposed for their low literacy. They're willing to ask a question, but they're afraid, because if they are asked back a question, they don't know how to answer it. So, there's a big difference between somebody who's poor and low literate and somebody who is poor and has some level of literacy. That's what we found in our experience. Now how do people cope? Given the way they think, and they feel, and the very difficult experiences they have, how do they cope? Well, they use a number of different strategies, and some of them are ingenious. For example, we talked about how this particular woman, uh, used to picture the $5 bills. So, here's a person who says "My daughter did all the shopping, "and when I was a daughter my mom did the shopping." So, as a result of her low literacy, she delegated entirely the shopping responsibilities, either to her daughter or to her mother. And the same person whom we met earlier, who talked about being able to count but not read, who bought the same brand by just looking at the brand rather than reading it, has a different way to cope in order to try to hide up the fact that he cannot read. So, as he says, he usually tells somebody "You know what, I don't have my glasses. "I cannot see, so can you read this out for me?" So, he comes up with a different way to cope as well. So, this is how people think, feel and cope, and these are consumers and entrepreneurs as well. We talked about feeling and how people maintain their self-esteem, and sometimes they may give up money and they may give up economic value just to preserve their self-esteem and just to go to a shop where somebody is friendly. And finally, in terms of coping, people come up with a number of different ways, some rudimentary rules, depending on others, and so on.