EMERGING INDIAN CONSUMER MINDSET RISK FRIENDLY We are studying this trend. TRADITION IN TRANSITION . What Will Indians give up for RISK? What is the balance that they will achieve?Why is RISK now more fashionable and accessible than it was earlier? Using the TRi-Component model of Attitude formation. we are studying the RISK attitude formation in Urban Indians. Beliefs,Emotion & Action. We believe all three aspects have changed. WHAT CAN BRANDS DO WITH THIS?
