近年來有許多產品廣告傾向於利用該產品領域之專家來作為代言人，例如牙醫師為牙膏牙刷代言，另外如阿基師、吳念真等人，因其形象正面、高人氣又具專業知識，而開始跨足其他領域產品代言，並同時代言多項產品。本研究欲了解專家代言人在進行多項代言時，消費者是否會對代言人產生自我推論，認為其代言可信度下降，並成功察覺出偏誤的存在而在對代言人或產品、品牌產生評價時進行修正，這樣的偏誤修正效果在一般代言人身上又有何不同，本研究並進一步專注在同領域內的多項代言，希望了解這對消費者產生偏誤修正的影響。
本研究分為前測與主實驗，在前測中由受測者選出喜愛程度、可信度、產品相關性程度無異，但專業程度有所分別的專家和一般代言人，最終結果為陳意涵和盧彥勳；接著於主實驗中利用前測所選出的兩位代言人，分別設計使其代言目標產品irunning慢跑鞋，以及其他同為運動領域之相關產品，在受測者閱讀完連串廣告後再詢問其對目標廣告、代言人等之評價，並比較不同情境組別之評價差異。
研究結果顯示假設H1b成立，低涉入受測者的irunning產品態度平均分數與代言人喜愛程度呈現顯著相關；假設H2b部分成立，結果顯示對低涉入受測者而言，藝人代言時單項與多項代言的產品評價平均分數有顯著不同，但在專家代言時兩個分數之間則無顯著差異；假設H3b成立在多項代言專業領域產品時，低涉入受測者在藝人代言與專家代言時的產品平均分數無明顯差別。
本研究之研究結果雖未能如預期之成功，但主要可歸納出幾項重點，首先是對涉入程度操弄的不成功，應再加強操弄的敘述強度，另外受測者連續閱讀多則廣告後的評價也可能失真，且代言人在喜愛程度上仍不夠一致，未來研究若能朝這幾個方向進行修正，相信仍有很大的機會能證實本研究之各項假設。

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