Plastic responses to pollination and/or pollen removal may shift a flower's realized longevity closer to an optimal longevity that maximizes reproductive output per unit resource input. In particular, conditional responses to pollen removal and pollen deposition are expected in flowers of protandrous species in which the lengths of the male and female phases may be adjusted independently. We investigated plasticity in floral longevity in Campanula americana, a protandrous, insect‐pollinated herb. In greenhouse studies, we found that the longevity of the morphological male phase was shortened by pollen removal and that the longevity of the morphological female phase was shortened by pollen deposition. In a natural population, male and female sexual functions saturated within a few hours of morphological gender phase onset. In contrast to theory, morphological gender phases did not terminate immediately upon saturation of sexual function. These findings are discussed in the context of current floral longevity theory.