篇名 | When Do Original Movies Dominate Sequels? The Moderating Effects of Film Types and Product Knowledge |
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卷期 | 18:3 |
作者 | Shu-Yu Yeh |
頁次 | 239-255 |
關鍵字 | Analogy learning 、 experience goods 、 film types 、 product knowledge 、 motion picture types 、 Scopus 、 TSSCI |
出刊日期 | 201309 |
DOI | 10.6126/APMR.2013.18.3.01 |
Using several quasi-experimental designs with 280 participants from Taiwan, this study explores how and when original movies can dominate sequels, based on analogy learning theory. When a consumer’s purchase decision reflects greater product knowledge, the preference for original movies dominates the preference for sequels such that other original movies are preferred over the sequel to a known original film. Extending the research to different types of sequels, this study reveals that numbered sequels achieve greater familiarity effects than name-based sequels on judgment and a sense of connection, but not preferences.