Why and when is older better? The role of brand heritage and of the product category in the evaluation of brand longevity

Different streams in marketing literature report a positive effect from longevity claims (e.g., ‘since 1840’) on perceptions of quality. This paper integrates these different streams under the framework of the existence bias and its corollary, the ‘longer is better’ effect, in order to advance knowledge about this positive bias in consumer decision-making. Four experiments and one survey of a representative sample reveal the following: (1) the ‘longer is better’ effect is non-linear, as increasing the intensity of the claim does not translate into higher perception of quality above a certain point related to the average longevity of the product category; (2) it is mediated by perceived longevity and brand heritage; (3) it is stronger for brands younger than their category’s average longevity, and when consumers believe that there is more competition in the product category. These results have implications for research on the meaning and value of longevity.