Effectivenes of Athlete and Non-Athlete Celebrities in Product Endorsement

1233 WordsFeb 24, 20185 Pages
Results one paired sample t test was conducted to test the hypothesis that that there is a difference between the effectiveness of athletes and non-athlete celebrities in the endorsement of products. Participants viewed photo advertisements of athlete celebrities and non-athlete celebrities and then answered questions to assess the perceived persuasiveness and interest of the photos. Using a 7-point Likert scale, lower response values represented less persuasiveness and interest. A single composite variable that represents overall endorsement effectiveness was created by using total response value, comprised of the summed values of the persuasiveness responses for each participant and the summed values of the interest responses for each participant, respectively. This single composite variable was created in order to compare the average endorsement effectiveness of athlete and non-athlete celebrities. Persuasiveness ratings for athletes and non-athlete celebrities were significantly correlated (r = .68, p < .001). Levene's Test let us know whether the assumptions are met. One of the assumptions is that the variability in groups is equal. If that assumption has not been met, then a special form of the t-test should be used. In this research, the significance (p value) of Levene's test is less than .001, which is less than α(.05). So we reject the null hypothesis that the variability of the two groups is equal, meaning that the variances are not equal. Because the p value in

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