近年來專家代言人的代言效果佳，導致曝光度日益劇增，例如潘懷宗、吳念真等人，也因為他們的形象正面、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藝人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藝人代言人，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H1部分成立，其藝人代言人有出現偏誤修正情形，但專代言人並沒有明顯的出現偏誤修正的現象。至於假設H2為不成立，專家代言人的型況下多項代言並沒有明顯較單項代言做出修正。
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，應再將問卷簡易化，並希望可以一對一訪談來增加涉入程度。另外希望未來的相關研究可將廣告實體放入前測中，避免樣本誤差的出現，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假設。

中文文獻
蘇柏諺 (2014)．專家代言人與藝人代言人進行同領域多項產品代言對消費者產
偏誤修正之影響—以運動領域專業代言人為例 (未發表的碩士論文)．國立台灣師範大學管理研究所 [Su, B. Y. (2014). The English Title in Italic. (Unpublished master's thesis). Graduate Institute of Management, National Taiwan Normal University, Taiwan, ROC.]
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