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.