TEQUILA MINI CASE: Viva Beverages Has Recently Launched Its Own

question 51

Multiple Choice

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,the bartender in the Viva advertisement is intended to suggest that Viva Vodka is trendy and foreign.What type of consumer would respond best to this element of the advertisement?

• A) consumers high in dogmatism
• B) consumers low in optimum stimulation level
• C) consumers who are predominantly verbalizers
• D) consumers low in ethnocentricity
• E) consumers with a low need for uniqueness

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Definitions:

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