$\text{TEQUILA MINI CASE:}$ Viva Beverages has recently launched its own brand of tequila under the slogan "I never have, but I'd like to." Viva's television advertisements are set in a trendy night club with a well-dressed man standing at the bar. A scantily clad woman with a Russian accent is serving drinks. She approaches him and the following interaction ensues:
WOMAN: What can I do for you?
MAN: I don't know, something different.
WOMAN: Well, have you ever tried ... (WOMAN looks both ways, then leans across the bar and whispers into MAN's ear)
MAN: I never have, but I'd like to ...
(WOMAN serves MAN a Viva Tequila)
-In the TEQUILA MINI CASE, what kind of consumer behavior does Viva's slogan encourage?
A) ethnocentricity
B) dogmatism
C) consumer innovativeness
D) consumer satisfaction
E) consumer uniqueness

Question

Quizplus · Accepted Answer

Viva's slogan encourages consumer innovativeness, as it implies that trying new things (such as Viva's tequila) can be exciting and enjoyable. The slogan is aimed at consumers who may be open to trying something new and different from their usual choices, and who may be willing to take risks in their consumption behavior.

TEQUILA MINI CASE:\text{TEQUILA MINI CASE:}TEQUILA MINI CASE: Viva Beverages Has Recently Launched Its Own Brand of Tequila

$\text{TEQUILA MINI CASE:}$ Viva Beverages Has Recently Launched Its Own Brand of Tequila