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

question 48

Multiple Choice

$\text{TEQUILA MINI CASE:}$ 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

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Definitions:

Conformity

The act of matching attitudes, beliefs, and behaviors to group norms, standards, or social influences, often a result of real or imagined group pressure.

Group Size

Group size refers to the number of individuals constituting a social group, which can influence the group's dynamics, interaction, and effectiveness.

Asch

Refers to the Asch conformity experiments, which were a series of studies directed by Solomon Asch examining if and how individuals yielded to or defied a majority group.

Conformity

Adapting one's behaviors, beliefs, and attitudes to fit into group norms or comply with what society views as acceptable.