It is this tension between the desire to consume and the desire not to spend
which is being examined in this research. The question is how this conflict
affects the Indian response to price and brand in a price/brand effect model ±
whether Indians will exhibit a typically US response or one that is uniquely
their own. The premise is that, due to the different cultural contexts, Indians
will differ from Americans in their attitudes toward brands, money, and other
costs of time and stress. These differences will then influence how price/brand
affect the willingness to purchase of the two groups.