Varma (1998, pp. 135-6) claims that Indians' aversion to spending is due to
the constant struggle required in India ``to acquire or enjoy even the basic
attributes of the conventional middle-class life. There is a queue for a telephone
connection; a simple thing like a gas connection requires the payment of a bribe
or the use of influence . . . nothing can be taken for granted, not even an assured
and adequate supply of water or electricity. It has fostered a constant sense of
deprivation.'' Hence, it is expected that Indians will be more positive than
Americans about economizing, which will result in them having a more
negative perception of a price.