How Time Language Shapes What People Buy (and Why It Matters)

We like to think consumers make logical choices — but what if something as simple as how time is described systematically nudges decisions? That’s the provocative insight at the heart of a new study from the University of British Columbia’s Sauder School of Business. The researchers explored a subtle cognitive distortion they call the “year-length effect” and found it can actually influence how consumers evaluate products and how much they’re willing to pay.

Year vs. Length: Does Language Change Value?

Imagine these two product descriptions:

• A “10-year-old whiskey”
• A whiskey “distilled in 2015 and bottled in 2025”

Both represent the same thing in time, yet consumers perceive them differently. Framing time as a length (“10 years”) feels more substantial (i.e., longer) than framing it as a calendar span. This isn’t just wordplay. Real markets reveal real effects:

• Whiskey auctions: Bottles described by “10 years” fetched about 9% higher prices.
• Used goods listings stating a specific calendar year (e.g., “bought in 2022”) sold for around 17% more, reversing the trend when age reduces perceived value.

What’s Really Happening in the Mind?

The researchers tie this to how we mentally process numbers. People tend to see the difference between two big numbers as smaller than the jump between two smaller numbers. In other words, “2020-2021” feels less dramatic than “1-2.”

That’s why “10 years” feels like a more meaningful measure of age or longevity than “2016-2026,” even though they’re mathematically identical. It’s a subtle perception bias rooted in cognitive interpretation of numeric scales.

Why It’s Important

The language around time isn’t just grammar, it’s strategy. It’s not that one approach is universally “better,” it depends on what you’re trying to convey about your product or your brand.

• When age adds value, talk in spans (e.g., X years) to signal longevity and heritage.
• To show fresh appeal (e.g., new products) or when age detracts (e.g., used goods), frame with specific years to highlight newness and recency.

Broader Implications

The implications go well beyond ads and auctions. According to the researchers, how time is expressed could influence decisions around financial planning (e.g., retirement timelines), health choices and treatment decisions, and future risk (e.g., climate change, life milestones). If a simple choice of words can shape consumer value perceptions, and price willingness, then time framing itself becomes a form of behavioral leverage.

InsideHeads has a keen eye for psychological levers that drive real market behavior. Perception occurs in-the-moment. Words shape minds. Frames shape decisions. Understanding how people internally “translate” meaning helps create communication that resonates. If you’re interested in how these kinds of cognitive insights can inform brand image, messaging, or new concepts, go InsideHeads.