根據ELM理論，與產品相關性越高，消費者態度也會越是正面，而此篇論文研究的結果，相關性越高受測者並不一定會持著越正面的態度，而藝人代言人相較於一般代言人來說並非完全有絕對的優勢，有時候藝人的光環並不會替產品加分，當消費者在購買產品時並不會因為是藝人而願意全盤買單，如果藝人加入設計，而設計產品為專業易得性低的產品，此篇論文是設定熱水瓶為專業易得性低的產品，藝人則為新生代男演員楊祐寧。經過實驗的操弄，受測者會去思考藝人是否真的有此能力去設計出這樣的產品，相較於一般代言人，他們更會去選擇相信一般代言人。
實驗透過操弄Tagline，Tagline為在廣告中特別說明產品是由一般代言人去獨自組件及設計或是由藝人獨自組件及設計。經過單變數分析受測者在看到Tagline之後，僅有藝人代言人受測者有明顯的態度上的轉變，而一般代言人沒有，從實驗結果來看有2個機制在影響，一個是ELM所提到的效果的影響另一個為修正的影響，就對藝人及一般代言人的喜愛度來看，是沒有顯著差異，且論點效果也沒有顯著差異，但態度有顯著的差異，故可以推測受測者對於藝人會有修正的情況產生。

According to ELM theory, the more customers are related with merchandise, the more positive attitude they possess. However, based on the results obtained from current research, it demonstrates the findings that higher relatedness does not necessarily reflect the proportional positive attitude. Celebrity endorsers do not have definitive advantages over ordinary endorsers for the reputation of celebrity endorsers sometimes does not work out as we expected. When customers are in search of merchandise, usually they would not buy them simply because of the endorsement of celebrity endorsers. If celebrity endorsers are involved with the design and the merchandise is defined as low expertise readiness, the attitude of testers would tend to be more negative. The setting of present research designates thermos defined as low expertise readiness as merchandise and the male celebrity named Tony Yang. After deliberate manipulation, tester would ponder upon whether the celebrity endorsers actually have the capability to design such merchandise. Compared to ordinary endorsers, customers tend to embrace ordinary endorsers.
This experiment specifies the fact that the merchandise is designed and devised independently by the ordinary endorsers or the celebrity endorsers via manipulating Tagline. After conducting one-way ANOVA, only celebrity endorsers have significant impact on attitude of testers but not ordinary endorsers. There are two influencing mechanisms, one is ELM effect and the other is correction effect. There is no pronounced difference between likeability of celebrity and ordinary endorsers, neither is dissertation effect, yet there is noticeable difference in attitude, therefore present research postulates that there exists correction situation in testees as far as celebrity endorsers are concerned.

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