Celebrity Influence on Consumer Behavior

The assignment analyzes the impact of celebrity name incorporation in advertisements on consumer motivation to purchase. It utilizes Pearson correlation to examine relationships between variables like nationality, endorsement influence, and purchase decision-making based on celebrity fashion choices. Data from both Chinese and British consumers is analyzed, highlighting potential cultural influences.

SPSS

TABLE OF CONTENTS
Chapter 4: Results and Discussion.......................................................................................................
4.1 Introduction............................................................................................................................1
4.2 Respondents Profiles..............................................................................................................1
4.3 Raw data findings (Find mean scores differences UK vs Chinese using Hofstede Model). .2
4.4 Independent T-Test to determine whether findings are statistically significant in line with
Hofstede’s research......................................................................................................................3
Mean Scores for identified Themes and Dimensions..................................................................4
4.4 Computing correlation between factors that affects the nationality....................................19
References..........................................................................................................................................

CHAPTER 4: RESULTS AND DISCUSSION
4.1 Introduction
Data analysis is one of the most significant sections of the study because it presents the
analysis of data which are collected through primary and secondary sources. According to the
present study, researcher focuses on analyzing the gathered information related to the differences
in response towards advertising language seen in Misguides adverts on social media platform: A
cross-cultural study between British and Chinese. Further, the result presented in this chapter are
the outcomes generated of the primary research questionnaire which was based on the questions
used on Hofstede’s cultural dimensions research. In this section, researcher concentrates on
respondent’s profile, as well as make use of statistical t-test by the means of SPSS against each
of the six cultural dimensions being investigated.
4.2 Respondents Profiles
Nationality Respondents %
China 40 53
UK 35 47
Residence Respondents %
China 33 44
UK 42 56
Age Respondents %
18-25 56 75
26-33 17 23
34-49 2 3
50+ 0 0
On the basis of above demographic table it has been evaluated that, around 75 number of
participant completed the questionnaire for the current study across both countries. However, in
which 53% of respondents were from China and remaining 47% were from UK. When
respondents were asked about their current residents, 33 out of 75 stated that they live in China
and remaining 42 in United Kingdom. Lastly, when respondents were bifurcated on the basis of
age criteria, 75% of them falls under the age category of 18-25 and 23% of falls in between 26-
1

33 and only 3% of people were from the age of 34-49 and lastly, there were no respondents who
are 50 plus in terms of their age.
4.3 Raw data findings (Find mean scores differences UK vs Chinese using Hofstede Model)
Present study focuses on cross-cultural study between British and China. Thus, to analyze
various dimensions of culture Hofstede model has been employed by the investigator so as to
identify the total average scores for each dimensions between both the countries.
Dimensions United Kingdom Chinese
Individualism 89 20
Uncertainty Avoidance 35 30
Indulgence 69 24
Power distance 35 80
Masculinity 66 66
Long term orientation 51 87
(The Hofstede Model, 2016)
On the basis of above tabular illustration of varied dimensions of Hofstede model means
scores of different dimensions have been evaluated. In terms of individualism, with the score of
89 the UK is amongst the highest of the individualist scores. This clearly indicates that British
people are highly individualist and private people and want to live their life on their own terms
and stipulations. While on the other hand, individualism score of 20 indicates that Chinese are
more of collectivist society in which people act for the interest of group not necessarily for their
personal benefits.
Further, China with low score of uncertainty avoidance indicates that, people focuses on
adherence of laws and rules that may be flexible to suits the situations towards the fact of life.
However, Chinese are adaptable and entrepreneurial and their language is vague. On the other
hand, relatively low uncertainty avoidance of 35 indicates that people are quite happy to wake up
not knowing what day will bring for them and they are habitual to change their plans and
functioning as per the situation. However, with high level of individualist and low uncertainty
avoidance encourages creativity and need for innovation within the country (The Hofstede
Model. 2016).
Socializing of small children is one of the major challenge that people faced and facing in
the present world. However, with high score of indulgence 69 in UK indicates that, British
2

culture is considered as indulgent. High score shows that people have desires in terms of
enjoying their life and having fun. British people are positive in nature and have the tendency
towards hopefulness. On the other hand, China can be defined as retrained society which can be
justified with the low score of 24 in indulgence dimension. However, this indicates that people
have the tendency to skepticism and pessimism. Further, Chinese people does not spend much of
their time on leisure and fun.
In terms of power distance, with 80 score China is way ahead of UK. This indicates that
societies in China accepts the inequalities among the people. Herein, individuals are influenced
by the formal authority and people are forced not to make aspirations beyond their ranks. While
on the other hand, with 35 score people of UK believes that inequalities among the people should
be minimized. In the country sense of fair play is promoted in which people believes that each
individual should be treated equally and should be given same importance.
In case of masculinity dimension score of both the countries is identical at 66 which
indicates that societies in both the nations are highly success oriented and driven. However,
Chinese and British people live in order to work and have clear performance ambition (The
Hofstede Model. 2016).
Lastly, long term orientation shows how every society have to maintain links with its
own past while dealing with challenges of the present and future. With the score of 51 for UK in
this dimension indicates the dominant preference in its culture cannot be determined. Whereas,
with high score of 87 for China in this dimension indicates that people of the nation believe that
truth depends upon the situation, context and time.
4.4 Independent T-Test to determine whether findings are statistically significant in line with
Hofstede’s research
In this section, researcher used the series of independent t-test through SPSS in order to
determine whether findings are statistically significant in line with Hofstede existing research.
Further, to do so average of each dimension of Hofstede has been compared with the average of
data gathered through online questionnaire.
Hypothesis:
 H0: There will be no difference in the participant response between both culture towards
Missguided’s use of language in advertisements
3

 H1: Because of cultural differences, there will be a difference in response between
participants of both cultures towards Missguided’s use of language in advertisements
Mean Scores for identified Themes and Dimensions
Dimensions United Kingdom China
Individualism 3.492 1.724
Uncertainty Avoidance 3.55 1.97
Indulgence 2.64 2.52
User experience 2.52 2.55
Advertisement 2.14 1.92
Celebrity oriented/ non-
celebrity oriented
advertisements
3.46 2.21
Formal/informal use of
wordings
2.98 2.91
Dimension: Individualism
Group: Country (China = 1 and UK = 2)
Group Statistics:
Group Statistics
What is your country of
Nationality
N Mean Std. Deviation Std. Error
Mean
I seek others’ advice when
making a purchasing
decision
China 40 1.53 .554 .088
United Kingdom 35 3.40 1.218 .206
I am likely to share
adverts I find motivating
with my family or friends
China 40 1.78 .800 .127
United Kingdom 35 3.29 1.226 .207
I am likely to use a brand
recommended by family/
friends
China 40 1.70 .648 .103
United Kingdom 35 2.66 .938 .158
I worry about what others
think of my fashion
choices
China 40 1.73 .877 .139
United Kingdom 35 3.94 1.282 .217
I follow certain trends
because of what others
may think of me
China 40 1.88 .822 .130
United Kingdom 35 4.17 1.043 .176
4

Independent Test:
Independent Samples Test
Levene's
Test for
Equality of
Variances
t-test for Equality of Means
F Sig. t df Sig.
(2-
tailed)
Mean
Difference
Std. Error
Difference
95%
Confidence
Interval of the
Difference
Lower Upper
I seek others’
advice when
making a
purchasing
decision
Equal
variances
assumed
42.448 .000 -8.764 73 .000 -1.875 .214 -2.301 -
1.449
Equal
variances
not
assumed
-8.383 46.121 .000 -1.875 .224 -2.325 -
1.425
I am likely to
share adverts
I find
motivating
with my
family or
friends
Equal
variances
assumed
18.440 .000 -6.392 73 .000 -1.511 .236 -1.982 -
1.040
Equal
variances
not
assumed
-6.220 57.137 .000 -1.511 .243 -1.997 -
1.024
I am likely to
use a brand
recommended
by family/
friends
Equal
variances
assumed
7.287 .009 -5.193 73 .000 -.957 .184 -1.324 -.590
Equal
variances
not
assumed
-5.071 59.355 .000 -.957 .189 -1.335 -.580
I worry about
what others
think of my
fashion
choices
Equal
variances
assumed
3.997 .049 -8.836 73 .000 -2.218 .251 -2.718 -
1.718
Equal
variances
not
assumed
-8.621 58.916 .000 -2.218 .257 -2.733 -
1.703
I follow
certain trends
because of
Equal
variances
assumed
3.601 .062 -
10.651
73 .000 -2.296 .216 -2.726 -
1.867
5

what others
may think of
me
Equal
variances
not
assumed
-
10.484 64.437 .000 -2.296 .219 -2.734 -
1.859
Interpretation:
On the basis of above computation, caparison between total dimension score for
individualism between participants in the UK and China has been conducted. However, it has
been identified that, with the lower mean value in all the questions asked from Chinese
participants it has been analyzed that they are collectivist in nature while on the other hand,
higher mean value in all the questions for British people indicates that they are individualist in
nature and require no guidance in buying products. Further, with the significance value of less
than 0.05 indicates that alternative hypothesis has been accepted and null hypothesis has been
rejected. Thus, it can be said that, cultural differences leads to difference in response between
participants of both cultures towards Missguided’s use of language in advertisements.
Dimension: Uncertainty Avoidance
Group: Country (China = 1 and UK = 2)
Group Statistics:
Group Statistics
What is your country of
Nationality
N Mean Std. Deviation Std. Error
Mean
I will distance myself
from advertisements that
use unfamiliar wording to
promote new products
China 40 1.88 1.017 .161
United Kingdom 35 3.60 1.241 .210
I will distance myself
from unfamiliar trends or
styles
China 40 1.90 .928 .147
United Kingdom 35 3.54 1.336 .226
I only stick to brands I
know
China 40 2.13 1.202 .190
United Kingdom 35 3.51 1.502 .254
Independent t-test:
Independent Samples Test
Levene's
Test for
Equality of
Variances
t-test for Equality of Means
6

F Sig. t df Sig.
(2-
tailed)
Mean
Difference
Std. Error
Difference
95%
Confidence
Interval of the
Difference
Lower Upper
I will distance
myself from
advertisements
that use
unfamiliar
wording to
promote new
products
Equal
variances
assumed
4.537 .037 -
6.611 73 .000 -1.725 .261 -2.245 -
1.205
Equal
variances
not
assumed
-
6.524 65.874 .000 -1.725 .264 -2.253 -
1.197
I will distance
myself from
unfamiliar
trends or
styles
Equal
variances
assumed
13.638 .000 -
6.246 73 .000 -1.643 .263 -2.167 -
1.119
Equal
variances
not
assumed
-
6.100 59.528 .000 -1.643 .269 -2.182 -
1.104
I only stick to
brands I know
Equal
variances
assumed
7.167 .009 -
4.445 73 .000 -1.389 .313 -2.012 -.766
Equal
variances
not
assumed
-
4.380 64.990 .000 -1.389 .317 -2.023 -.756
Interpretation:
On the basis of above computation, caparison between total dimension score for
individualism between participants in the UK and China has been conducted. However, it has
been identified that, with lower mean value for Chinese participants indicates that they avoid
themselves from uncertainties. However, with the average value of Hofstede research it can be
said that, both outcomes are in line. While on the other hand, low value of UK in uncertainty
avoidance is also reflects in their responses with relatively low average values. Further, with
lower significance from 0.05, alternative hypothesis has been accepted which means cultural
differences leads to difference in response between participants of both cultures towards
Missguided’s use of language in advertisements.
Dimension: Indulgence
7

Group: Country (China = 1 and UK = 2)
Group Statistics:
Group Statistics
What is your country of
Nationality
N Mean Std.
Deviation
Std. Error
Mean
If there is something
expensive I really want
but I do not have the
money I would seek
help from...
China 40 3.50 1.617 .256
United Kingdom 35 2.46 1.291 .218
Most of my online
purchases are influenced
by fashion related
advertisements
China 40 1.95 .876 .138
United Kingdom 35 2.26 1.067 .180
I follow suggestions and
advice made from brand
advertisements
China 40 2.13 .853 .135
United Kingdom 35 3.20 .833 .141
Independent t-test:
Independent Samples Test
Levene's
Test for
Equality of
Variances
t-test for Equality of Means
F Sig. t df Sig.
(2-
tailed)
Mean
Difference
Std. Error
Difference
95%
Confidence
Interval of the
Difference
Lower Upper
If there is
something
expensive I
really want but
I do not have
the money I
would seek
help from...
Equal
variances
assumed
7.873 .006 3.056 73 .003 1.043 .341 .363 1.723
Equal
variances
not
assumed
3.102 72.429 .003 1.043 .336 .373 1.713
Most of my
online
purchases are
Equal
variances
assumed
5.155 .026 -
1.369
73 .175 -.307 .224 -.754 .140
8

influenced by
fashion related
advertisements
Equal
variances
not
assumed
-
1.351 65.930 .181 -.307 .227 -.761 .147
I follow
suggestions
and advice
made from
brand
advertisements
Equal
variances
assumed
.774 .382 -
5.504 73 .000 -1.075 .195 -1.464 -.686
Equal
variances
not
assumed
-
5.513 72.096 .000 -1.075 .195 -1.464 -.686
Interpretation:
On the basis of above computation, caparison between total dimension score for
individualism between participants in the UK and China has been conducted. However, on the
basis of above results it can be said, average mean values findings are in line with Hofstede
existing research. This means that, people of UK will seek help form others or fashion will
influence their decision as they want to enjoy the life. While on the other hand, Chinese people
are not interested in making such changes for enjoying or having fun in their life and it resembles
to the Hofstede existing research. . Further, with lower significance from 0.05, alternative
hypothesis has been accepted which means cultural differences leads to difference in response
between participants of both cultures towards Missguided’s use of language in advertisements.
User experience:
Group: Country (China = 1 and UK = 2)
Group Statistics:
Group Statistics
What is your country of
Nationality
N Mean Std. Deviation Std. Error
Mean
I find Missguided to be a
young and trendy brand
China 40 2.25 .776 .123
United Kingdom 35 1.86 .550 .093
To me, Missguided only
targets younger teenage
girls
China 40 3.08 .917 .145
United Kingdom 35 2.14 1.033 .175
I find styles (American,
Rebel, Curves) from
Missguided advert to be
very appealing
China 40 2.35 .802 .127
United Kingdom 35 3.20 .833 .141
9

I find themes from
Missguided advert to be
very appealing
China 40 2.40 .744 .118
United Kingdom 35 3.00 .874 .148
Independent t-Test:
Independent Samples Test
Levene's Test
for Equality
of Variances
t-test for Equality of Means
F Sig. t df Sig.
(2-
tailed)
Mean
Difference
Std. Error
Difference
95%
Confidence
Interval of the
Difference
Lower Upper
I find
Missguided
to be a
young and
trendy
brand
Equal
variances
assumed
7.889 .006 2.495 73 .015 .393 .157 .079 .707
Equal
variances
not
assumed
2.551 70.116 .013 .393 .154 .086 .700
To me,
Missguided
only targets
younger
teenage
girls
Equal
variances
assumed
1.321 .254 4.141 73 .000 .932 .225 .483 1.381
Equal
variances
not
assumed
4.107 68.602 .000 .932 .227 .479 1.385
I find styles
(American,
Rebel,
Curves)
from
Missguided
advert to be
very
appealing
Equal
variances
assumed
.085 .771 -
4.496 73 .000 -.850 .189 -1.227 -.473
Equal
variances
not
assumed
-
4.485 70.877 .000 -.850 .190 -1.228 -.472
I find
themes
from
Equal
variances
assumed
.000 .990 -
3.210
73 .002 -.600 .187 -.972 -.228
10

Missguided
advert to be
very
appealing
Equal
variances
not
assumed
-
3.176 67.215 .002 -.600 .189 -.977 -.223
Interpretation:
On the basis of above computation it has been evaluated that, with higher mean values
Chinese people are misguided with advertisements as they are collectivist in nature and seek the
guidance from friends and family while making buying decisions. On the other hand, lower mean
values, British people are misguided by the advertisements as they are individualist in nature and
due to which misguided at the time of purchasing products.
Advertisement:
Group: Country (China = 1 and UK = 2)
Group statistics:
Group Statistics
What is your country of
Nationality
N Mean Std. Deviation Std. Error
Mean
Most of my online
purchases are influenced
by fashion related
advertisements
China 40 1.95 .876 .138
United Kingdom 35 2.26 1.067 .180
Clear and direct
advertisements are more
persuasive to me
China 40 1.48 .640 .101
United Kingdom 35 2.89 .832 .141
Rank the following
factors according to how
persuasive you think they
are in Missguided’s
adverti...-Use of words
China 39 2.7179 .64680 .10357
United Kingdom 35 2.7429 .44344 .07495
Rank the following
factors according to how
persuasive you think they
are in Missguided’s
adverti...-Visuals
China 40 1.6750 .61550 .09732
United Kingdom 35 1.6571 .63906 .10802
Rank the following
factors according to how
persuasive you think they
are in Missguided’s
adverti...-Clothing
China 39 1.6410 .58432 .09357
United Kingdom 35 1.6000 .73565 .12435
The following 3 imagesChina 37 1.6216 .82836 .13618
11

are examples of
Missguided
advertisements. Please
rank the
advertisements...-Image 1
United Kingdom 35 2.7143 .57248 .09677
The following 3 images
are examples of
Missguided
advertisements. Please
rank the
advertisements...-Image 2
China 36 2.4444 .73463 .12244
United Kingdom 35 1.6857 .75815 .12815
The following 3 images
are examples of
Missguided
advertisements. Please
rank the
advertisements...-Image 3
China 37 1.8919 .65760 .10811
United Kingdom 35 1.6571 .63906 .10802
Independent t-test:
Independent Samples Test
Levene's
Test for
Equality of
Variances
t-test for Equality of Means
F Sig. t df Sig.
(2-
tailed
)
Mean
Differenc
e
Std. Error
Differenc
e
95% Confidence
Interval of the
Difference
Lower Upper
Most of my
online purchases
are influenced
by fashion
related
advertisements
Equal
variance
s
assumed
5.155 .02
6
-
1.36
9
73 .175 -.307 .224 -.754 .140
Equal
variance
s not
assumed
-
1.35
1
65.93
0 .181 -.307 .227 -.761 .147
Clear and direct
advertisements
are more
persuasive to me
Equal
variance
s
assumed
.927 .33
9
-
8.28
4
73 .000 -1.411 .170 -1.750 -1.071
12

Equal
variance
s not
assumed
-
8.14
1
63.48
0 .000 -1.411 .173 -1.757 -1.065
Rank the
following
factors
according to
how persuasive
you think they
are in
Missguided’s
adverti...-Use of
words
Equal
variance
s
assumed
.951 .33
3 -.191 72 .849 -.02491 .13040 -.28485 .23504
Equal
variance
s not
assumed
-.195 67.52
6 .846 -.02491 .12785 -.28006 .23024
Rank the
following
factors
according to
how persuasive
you think they
are in
Missguided’s
adverti...-
Visuals
Equal
variance
s
assumed
.125 .72
5 .123 73 .902 .01786 .14503 -.27118 .30690
Equal
variance
s not
assumed
.123 70.88
2 .903 .01786 .14540 -.27206 .30778
Rank the
following
factors
according to
how persuasive
you think they
are in
Missguided’s
adverti...-
Clothing
Equal
variance
s
assumed
3.647 .06
0 .267 72 .790 .04103 .15370 -.26537 .34742
Equal
variance
s not
assumed
.264 64.81
1 .793 .04103 .15562 -.26978 .35183
The following 3
images are
examples of
Missguided
advertisements.
Please rank the
advertisements..
.-Image 1
Equal
variance
s
assumed
12.70
3
.00
1
-
6.47
6
70 .000 -1.09266 .16873
-
1.4291
9
-.75614
Equal
variance
s not
assumed
-
6.54
1
64.20
1 .000 -1.09266 .16706
-
1.4263
9
-.75894
13

The following 3
images are
examples of
Missguided
advertisements.
Please rank the
advertisements..
.-Image 2
Equal
variance
s
assumed
.051 .82
2
4.28
3 69 .000 .75873 .17716 .40531 1.1121
5
Equal
variance
s not
assumed
4.28
1
68.75
2 .000 .75873 .17724 .40512 1.1123
4
The following 3
images are
examples of
Missguided
advertisements.
Please rank the
advertisements..
.-Image 3
Equal
variance
s
assumed
.851 .36
0
1.53
5 70 .129 .23475 .15295 -.07030 .53980
Equal
variance
s not
assumed
1.53
6
69.94
6 .129 .23475 .15283 -.07006 .53956
Interpretation:
On the basis of above computation, people of both countries are highly influenced by the
advertisements and accordingly makes decision regarding purchase of products. Furthermore,
both Chinese and British people are misguided on the basis of visuals, use of words and clothing.
Celebrity oriented/ non-celebrity oriented advertisements:
Group: Country (China = 1 and UK = 2)
Group Statistics:
Group Statistics
What is your country of
Nationality
N Mean Std.
Deviation
Std. Error
Mean
I prefer seeing non-
celebrity related fashion
advertisements
China 40 3.15 .921 .146
United Kingdom 35 2.57 .884 .149
I find celebrity name
incorporated in
Missguided’s advert
generates greater
motivation for me to...
China 40 1.68 .656 .104
United Kingdom 35 3.17 1.248 .211
I find celebrity names
incorporated in
Missguided’s advert an
effective method in
drawing my atte...
China 40 1.63 .705 .111
United Kingdom 35 2.77 1.060 .179
I am only influenced by China 40 2.28 .933 .148
14

celebrity endorsement
for fashion related
brands as opposed to
non celebr...
United Kingdom 35 4.20 .901 .152
I base my purchase
decisions solely on
celebrity fashion choices
China 40 2.33 1.141 .180
United Kingdom 35 4.60 .881 .149
Independent t-test:
Independent Samples Test
Levene's
Test for
Equality of
Variances
t-test for Equality of Means
F Sig. t df Sig.
(2-
tailed)
Mean
Difference
Std. Error
Difference
95%
Confidence
Interval of the
Difference
Lower Upper
I prefer seeing
non-celebrity
related fashion
advertisements
Equal
variances
assumed
.062 .804 2.765 73 .007 .579 .209 .162 .996
Equal
variances
not
assumed
2.773 72.358 .007 .579 .209 .163 .995
I find celebrity
name
incorporated in
Missguided’s
advert
generates
greater
motivation for
me to...
Equal
variances
assumed
38.539 .000 -
6.614 73 .000 -1.496 .226 -1.947 -
1.046
Equal
variances
not
assumed
-
6.365 49.874 .000 -1.496 .235 -1.969 -
1.024
I find celebrity
names
incorporated in
Equal
variances
assumed
9.738 .003 -
5.579
73 .000 -1.146 .206 -1.556 -.737
15

Missguided’s
advert an
effective
method in
drawing my
atte...
Equal
variances
not
assumed
-
5.435 57.864 .000 -1.146 .211 -1.569 -.724
I am only
influenced by
celebrity
endorsement
for fashion
related brands
as opposed to
non celebr...
Equal
variances
assumed
.170 .682 -
9.056 73 .000 -1.925 .213 -2.349 -
1.501
Equal
variances
not
assumed
-
9.077 72.275 .000 -1.925 .212 -2.348 -
1.502
I base my
purchase
decisions
solely on
celebrity
fashion choices
Equal
variances
assumed
3.557 .063 -
9.560 73 .000 -2.275 .238 -2.749 -
1.801
Equal
variances
not
assumed
-
9.724 71.944 .000 -2.275 .234 -2.741 -
1.809
Interpretation:
On the basis of above computation of mean values it has been identified that, with lower
average values Chinese people are highly influenced by the celebrity oriented advertising. While
on the other hand, people UK are neutral to the fact and the mean values shows that they are not
highly influenced by the celebrity endorsement in advertisement.
Formal/informal use of wordings:
Group: Country (China = 1 and UK = 2)
Group Statistics:
Group Statistics
What is your country of
Nationality
N Mean Std.
Deviation
Std. Error
Mean
I prefer the use of
informal language in
Missguided adverts
rather than formal
language
China 40 3.88 1.343 .212
United Kingdom 35 2.54 1.245 .210
16

I prefer Missguided
adverts to be humorous
as opposed to being
serious
China 40 3.45 1.260 .199
United Kingdom 35 2.06 .838 .142
I find word ‘play’ in
Missguided
advertisements to be
deceptive
China 40 2.40 1.105 .175
United Kingdom 35 3.49 .981 .166
I am likely to be
influenced by the use of
words when purchasing
a Missguided product
China 40 3.20 1.091 .172
United Kingdom 35 3.20 .933 .158
The words displayed in
Missguided
advertisements capture
my attention to a great
extent
China 40 3.00 1.109 .175
United Kingdom 35 3.20 .964 .163
I find the use of words
“Be a badass with a
good ass” to be
inappropriate
China 40 2.25 1.463 .231
United Kingdom 35 3.66 1.211 .205
Lastly, I find
Missguided adverts to
be exaggerating
China 40 2.25 .899 .142
United Kingdom 34 2.74 1.109 .190
Independent t-test:
Independent Samples Test
Levene's
Test for
Equality of
Variances
t-test for Equality of Means
F Sig. t df Sig.
(2-
tailed)
Mean
Difference
Std. Error
Difference
95%
Confidence
Interval of the
Difference
Lower Upper
I prefer the
use of
informal
Equal
variances
assumed
.198 .658 4.433 73 .000 1.332 .301 .733 1.931
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language in
Missguided
adverts rather
than formal
language
Equal
variances
not
assumed
4.456 72.745 .000 1.332 .299 .736 1.928
I prefer
Missguided
adverts to be
humorous as
opposed to
being serious
Equal
variances
assumed
10.234 .002 5.551 73 .000 1.393 .251 .893 1.893
Equal
variances
not
assumed
5.698 68.369 .000 1.393 .244 .905 1.881
I find word
‘play’ in
Missguided
advertisements
to be
deceptive
Equal
variances
assumed
.078 .780 -
4.471 73 .000 -1.086 .243 -1.570 -.602
Equal
variances
not
assumed
-
4.507 72.979 .000 -1.086 .241 -1.566 -.606
I am likely to
be influenced
by the use of
words when
purchasing a
Missguided
product
Equal
variances
assumed
1.112 .295 .000 73 1.000 .000 .236 -.471 .471
Equal
variances
not
assumed
.000 72.969 1.000 .000 .234 -.466 .466
The words
displayed in
Missguided
advertisements
capture my
attention to a
great extent
Equal
variances
assumed
.443 .508 -.828 73 .411 -.200 .242 -.682 .282
Equal
variances
not
assumed
-.835 72.998 .406 -.200 .239 -.677 .277
I find the use
of words “Be
a badass with
a good ass” to
be
inappropriate
Equal
variances
assumed
2.015 .160 -
4.498 73 .000 -1.407 .313 -2.031 -.784
Equal
variances
not
assumed
-
4.555 72.794 .000 -1.407 .309 -2.023 -.791
Lastly, I find
Missguided
adverts to be
Equal
variances
assumed
2.318 .132 -
2.079
72 .041 -.485 .233 -.951 -.020
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exaggerating
Equal
variances
not
assumed
-
2.044 63.392 .045 -.485 .237 -.960 -.011
Interpretation:
From the above results identified, use of informal wordings misguides the Chinese people
as compared to British people who are more conformable in such type of language used for the
advertisements of products and services.
4.4 Computing correlation between factors that affects the nationality
Correlation:
In general, correlation can be defined as the statistical technique that assist in showcasing
the relationship between two or more variables (Chen and Popovichm 2002). Herein, researcher
focuses on evaluating the relationship between various variables on the basis of nationality of the
respondents. Thus, the effect of different factors can be seen on which nationality. In the present
study, respondents has been considered from UK and China and factors considered are wordings,
informal/formal wordings and celebrity wordings (Cohen, West and Aiken, 2014).
Correlation between Informal/formal language and Nationality of respondents:
Correlations
What is your
country of
Nationality
I prefer the use
of informal
language in
Misguided
adverts rather
than formal
language
I find the use
of words “Be a
badass with a
good ass” to be
inappropriate
What is you country of
Nationality
Pearson Correlation 1 -.461** .466**
Sig. (2-tailed) .000 .000
N 75 75 75
I prefer the use of informal
language in Missguided
Pearson Correlation -.461** 1 -.587**
Sig. (2-tailed) .000 .000
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adverts rather than formal
language
N 75 76 76
I find the use of words “Be
a badass with a good ass”
to be inappropriate
Pearson Correlation .466** -.587** 1
Sig. (2-tailed) .000 .000
N 75 76 76
**. Correlation is significant at the 0.01 level (2-tailed).
Interpretation:
On the basis of above computation of Correlation technique by using SPSS, relationship
between three different variables has been identified. However, main focus of researcher is to
evaluate the factors that affects the nationality of individual (Sharma, 2005). Considering the
outcomes generated, -.461 correlation between nationality and use of informal language in
misguiding people rather than formal language states that, both this variables are negatively
correlated and use of informal language does not affect the buying behavior of the individual
from both the nationality. Further, making use of words like “Be a badass with a good ass” are
inappropriate as it is positively correlated to nationality of the individual. In case, British people
will accept such type of wording in an advertisement as they are independent and are broad
minded. But in case of Chinese people as they are seeks advice from their friends and family
before making decision regarding purchase of products will not accept such informal wordings.
Correlation between nationality and celebrity wordings:
Correlations
What is your
country of
Nationality
I find
celebrity
name
incorporated
in
Missguided’s
advert
generates
greater
motivation
for me to...
I am only
influenced by
celebrity
endorsement
for fashion
related
brands as
opposed to
non celebr...
I base my
purchase
decisions
solely on
celebrity
fashion
choices
20

What is your country
of Nationality
Pearson
Correlation 1 .612** .727** .746**
Sig. (2-tailed) .000 .000 .000
N 75 75 75 75
I find celebrity name
incorporated in
Missguided’s advert
generates greater
motivation for me to...
Pearson
Correlation .612** 1 .664** .605**
Sig. (2-tailed) .000 .000 .000
N 75 76 76 76
I am only influenced
by celebrity
endorsement for
fashion related brands
as opposed to non-
celebrity.
Pearson
Correlation .727** .664** 1 .819**
Sig. (2-tailed) .000 .000 .000
N 75 76 76 76
I base my purchase
decisions solely on
celebrity fashion
choices
Pearson
Correlation .746** .605** .819** 1
Sig. (2-tailed) .000 .000 .000
N 75 76 76 76
**. Correlation is significant at the 0.01 level (2-tailed).
Interpretation:
From the above computation of correlation between varied variables it has been evaluated
that, nationality of individual affect the decision making on buying products and services.
However, with .612 value of Pearson correlation indicates that people of both country finds
motivating when celebrity name is incorporated in misguiding advertisements. Further, positive
correlation of .727, Chinese and British propel are influenced by celebrity endorsement for
fashion and buys the products and services. In addition to it, there is high relationship (.746)
between nationality and buying decisions of people when celebrity endorse then brand of
choices.
Thus, on the basis of above computation of test and Hofstede model analysis it can be
said that, people of both countries China and UK are influenced by their cultural dimensions.
However, informal and formal wordings as well as wordings of celebrity influence their
decisions of buying products as well as in advertisement, language misguides the people of both
the countries.
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