Negative Stereotypes Underlying Other-Person Perceptions of the Elderly

Abstract

When assessing effects of advertisements on themselves and on people in their mid-40s and 70s, more than 30% of respondents drew upon negative stereotypes when making estimates about effects of advertising messages on the elderly. There was no difference between first-year university students and seniors majoring in advertising in the rate of stereotyping. Results of earlier studies have suggested that greater levels of education and more in-depth knowledge of advertising might account for differences between them. Those not using stereotyping were more apt to have cited an exemplar.

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