Brand Extensions of Experiential Goods: Movie Sequel Evaluations

We examine movie sequels as brand extensions of experiential goods. Study 1 reveals a reversal of the traditional categorization model such that dissimilar extensions are rated higher than similar extensions. This reversal is moderated by the name of the sequel; numbered sequels (Daredevil 2) are influenced by similarity more than named sequels (Daredevil: Taking It to the Streets). Study 2 reveals that the reversal arises because numbered sequels invoke a greater degree of assimilation with the parent movie, thereby increasing consumers' level of satiation of experiential attributes. The Internet Movie Database (IMDb) provides external validity for our results (study 3). (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..