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Abstract Engagement in demanding cognitive activities is associated with brain health, maintained levels of ability, and reduced probability of dementia. Given these important consequences, a critical issue concerns identifying those factors that affect the probability of older adults engaging in such beneficial activities. Selective engagement theory argues that aging-related normative increases in the costs of expending cognitive resources negatively impact the motivation to engage in demanding activities. Given that costs are at the heart of this perspective, it is imperative to understand their nature. This chapter considers both the objective (e.g., energy expenditure) and subjective (e.g., perceptions of task demands) aspects of costs, with a more detailed focus on the latter. Of particular interest is the impact of aging attitudes and stereotypes, and the extent to which their modification can positively impact perceived costs and, subsequently, the motivation to engage in cognitively stimulating and beneficial activities.
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