How a product's age is framed can dramatically alter how customers perceive its value and desirability, according to groundbreaking new research from the University of British Columbia. The study, published on January 18, 2026, delves into the psychological impact of temporal descriptions in marketing and consumer choice.
The Psychology of Temporal Framing
Researchers discovered that the specific language used to denote age triggers different associations in the consumer's mind. For instance, labeling a whiskey as "aged 10 years" often conjures images of tradition, care, and maturation, enhancing its perceived quality and justifying a higher price point. Conversely, marking the same bottle with a specific past year, like "Vintage 2016," might emphasize its historical context or limited availability, appealing to collectors or those seeking a connection to a particular moment in time.
The study suggests this effect isn't limited to luxury goods like spirits. The principle can apply to a wide range of products, from electronics and fashion to antiques and collectibles, where age can be framed as either a measure of durability and classic design or as outdated and obsolete.
Practical Implications for Retailers and Marketers
For businesses, the findings offer a powerful tool for strategic communication. Choosing between chronological age (e.g., '10 years old') and date-based age (e.g., 'from 2016') is not a neutral decision. It directly influences the narrative around the product. A retailer selling a classic leather jacket might benefit from highlighting its "decades-old craftsmanship," while a tech company selling a re-released classic gaming console might generate more buzz by labeling it the "1998 Edition."
This nuanced understanding of temporal framing allows marketers to tailor messages that align with brand identity and target audience values, whether that's heritage, innovation, nostalgia, or reliability.
Consumer Awareness and Decision-Making
On the flip side, the research empowers consumers to become more aware of the subtle psychological cues that guide their purchasing decisions. Recognizing that a "mature cheddar" and a "2022 batch cheddar" might be the same age but feel different allows for more mindful consumption. The study encourages buyers to look beyond the temporal label and assess the actual attributes, quality, and personal utility of a product.
The work conducted by the University of British Columbia team opens a fascinating window into the intersection of language, psychology, and commerce. It confirms that in the world of marketing, time is not just a measure—it's a message, and how that message is delivered can be the difference between a product that gathers dust and one that flies off the shelf.
