A multi-dimensional, multiple method analysis of attitudes toward the elderly

An attitude questionnaire was employed to assess youths' attitudes toward a "representative" 25-year-old and a "representative" 70-year-old along various dimensions, which resulted in their rating the elderly in a more negative fashion. A sample of these subjects judged specific target persons on the basis of autobiographical sketches which were equated for social desirability value but differed with respect to age of target (either 25 or 70 years old). On this measure college students judged the 70-year-old more favorably than the 25-year-old. A comparison of prejudicial responding among the various attitude dimensions and across differing measurement methods was made.