Brand relations and the life course: why old consumers love their brands

The relationship between age and the importance of brand relation is investigated. In a first exploratory survey, this relation appeared to be U-shaped. Brand relations are relatively strong for both consumers under 30 and those over 60. In a second survey, a theory-based explanation is sought as to why the importance of brand relation increases with age over 50. The answer lies in a decreased tolerance of ambiguity, consistent with low cognitive-affective complexity. Given hedonic innovativeness and future time perspective, the relation between age and brand relation becomes stronger. The results imply that brands should communicate to older consumers: ‘we have a long future together, our new products are attractive and we don’t take you out of your comfort zone’.