Stereotyping Older Adults: How Labels and Perceived Age Influence Ratings

Abstract

Ageist language can bias research, with past findings indicating that labels such as ‘elderly’ invoke more negative stereotypes than neutral labels. We investigated how labels, contact, and perceived age influence stereotypes of older adults in Germany. One hundred and sixteen German-speaking participants (age-range = 14–33) reported their stereotypes and perceived age for one of three labels for older adults and reported contact with their grandparents. Targets labeled as ‘people the age of grandparents’ were perceived as older (modal age-range 70–90 years) and targets labeled as ‘older adults’ (modal age-range 50–70 years) as younger than those labeled ‘people 70–85 years of age.’ Stereotype ratings did not vary by label but were more negative when the target was perceived as older and more positive when contact with own grandparents was higher. Researchers and practitioners should use care in selecting labels when conducting and communicating their research as well as working with older adults.

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