Benevolent ageism: Attitudes of overaccommodative behavior toward older women

Stereotypes of older adults fit a paternalistic pattern, including elevated warmth and lowered competence, yet little effort has been made to elucidate this in an everyday context. This phenomenon was examined with an experimental vignette, in which a woman was offered unnecessary help; specifically, the age (young vs. old) and the independence (accepting vs. declining assistance) of the woman were manipulated. Attributions from a college-age sample toward the woman were examined. In the older conditions, hypotheses were confirmed that participants approved overaccommodative behaviors, endorsed higher warmth and lower competence, and attitudes were modified when the older women contradicted the paternalistic stereotype by declining assistance. That is, competence was modifiable for older women, whereas warmth was not. Implications of these findings as possible evidence of benevolent ageism and the malleability of the Stereotype Content Model are discussed.