FedEx has come to realize that cultural differences can have a significant impact on consumer behavior and preferences. In this case, the difference in trust in celebrity endorsements between customers in Italy and Finland is likely due to cultural differences between the two countries. As a result, FedEx may need to adjust its marketing strategies to better align with the cultural norms and preferences of each country in which it operates. By recognizing and adapting to these cultural differences, FedEx can better connect with customers and build stronger relationships with them.