The cartoon “Thazza” had extended toward the movie that hit a big success. After, the movie extended toward TV drama that did not win. The play “Yi” had extended toward the movie that overrode the success of the original version. The movie “Chinkoo”, however, translated to TV drama that did not win relatively. Recently, cross extensions (e.g. movie, cartoon, fiction, drama, game, character toy etc.) are being tried actively. But, the main factors for success are rarely explored yet. Why did the movie “Thazza” win, but why did not the drama? Considering the good performance of Zhang Hyuk in the drama “Choono”, it cannot be said that the acting of Zhang Hyuk in the drama “Thazza” was inferior than the performance of Zhou Seong Woo in the movie “Thazza”. So, why did the difference happen?Movies or dramas are the typical examples of experience goods. According to the prior research, the serial versions of experience goods are likely to cause the satiation of consumers easily. So, it is more desirable that the serial version focuses on the differentiation to the original. For example, the movie “Rambo II” that had taken the different story line compared with “Rambo I” hit a success. “Rambo III” that had the same structure with “Rambo II” did not win. Suggesting the differentiation strategy for satiation-reduction is also interesting and creative. However, all case may not fit this theory. Also, when Rambo I extended its serial version, it was important to differentiate. But, how would happen if the movie Rambo extend the computer game with its same title? It may be desirable that the game “Rambo” would have the same character image with the movie Rambo. This prediction says it is needed to discriminate the line extension of movie from the brand extension of movie. Maybe, it is probable that the line extension fit with the differentiation,but that the brand extension fit with the similarity strategy. By the way, the brand extension of movie is needed to discriminate between near vs. far extension. It may be the near extension in case of extension of movie toward drama, but may be the far extension when movie toward computer game. By any chance, could the discrimination between near vs. far extension of movie be explained by a theory?The concept of “cohesiveness” can provide an insight for this question. Cohesiveness means how the information mode is systematic, clear, and easy-structured. For example, the table information is more cohesive than the sentence. And, twins look like each other cohesively,but the uncle and nephew look like each other less cohesively. According to the cognitive psychology, cohesiveness is related with the consistency to the consumers’ schema. Not yet, the brand extension is explained by cohesiveness. But it is probable that the near extension (e.g. Pulmoowon bean sprouts extend toward Pulmoonwon green bean sprouts) may be cohesive extension. The far extension (e.g. Pulmoowon bean sprouts extend toward Pulmoowon bicycle) may be less cohesive extension. Specifically, bean sprouts and green bean sprouts are closely related in the schema. But, bean sprouts and bicycle relate as just desultory link. Consumers are likely to focus on the differences in the cohesive condition. For example, twins are often observed in respective of difference. Consumers, however, are likely to focus on the similarity in the less cohesive condition. For example, uncle and nephew are often observed in respective of the common features. In this point of view, the cohesive extension of movie must stress on the different character image compared with their prior version’s. But, the less cohesive extension must take importance of the commonality with their original version’s. This study explored the hypotheses that suggest the relationship between cohesiveness of extension and character similarity. Exp. 1 designed 2×2 between-subject setting. The first independent is the level of extension (cohesive vs. less cohesive), and the second is character image (similar vs. different with their original version’s). In results, the cohesive extension (e.g. the movie “Silmido” toward the drama) are advantageous in case of the different character. But, the less cohesive extension (e.g. the movie toward the computer game) are better when the same character image. These results was showed as

. Exp. 2 explored the moderating role of consumer involvement for movie. So, the 2×2×2(cohesiveness, similarity, and involvement) mixed design are executed. We predicted that high involved consumers are influenced by the cohesiveness effect because they might focus only on the intrinsic contents rather that extrinsic contest like the cohesiveness. Results are presented as . Exp. 3 explored the another moderator -“NFU, need for uniqueness”. So, the 2×2×2 (cohesiveness,similarity, and NFU) mixed design are executed. We predicted that high NFU consumers might show the opposite patterns in compared with the general consumers. Results are presented as

. Concludingly, this study explored the roles of cohesiveness, involvement, and need for uniqueness on the similarity strategy of character image. If other researchers explore the reverse case of movie extension, it would be valuable trial in respective of the theoretical development for the entertainment marketing.

Keywords: 영화의 확장캐릭터 이미지응집성 이론독특성 욕구