Decreasing anti-elderly discriminatory attitudes: Conducting a ‘Stereotype Embodiment Theory’-based intervention

Abstract

Stereotype Embodiment Theory (SET) implies that people who hold negative attitudes towards the elderly are more likely to experience a decline in various cognitive/physical functions themselves. Anti-elderly discriminatory attitudes, which negatively affect the elderly's health status, could be reduced by communicating the contents of SET to non-elderly people. To weaken anti-elderly discriminatory attitudes, in Study 1, we had participants read about SET and related empirical findings (SET intervention), which intended to increase their self-interested motives for avoiding anti-elderly discrimination. In Study 2, we conducted an ‘integrated intervention’ containing a SET intervention and one selected aspect of educational intervention (i.e., presenting some information about some commonly misunderstood aspects of the elderly). Consequently, the integrated/SET interventions reduced participants’ anti-elderly discriminatory attitudes and these effects persisted for at least 1 week. Our new interventions will be useful for those who work with the elderly.