In this article we have two purposes. One is to report research on age stereotypes in different age groups and to give evidence for an age-related shift from a negative aging stereotype in younger years to a more balanced view of aging in the later years of life. The second purpose is to introduce a new technique to study stereotypes. In recent years, a series of studies (e.g., Perdue & Gurtman, 1990; Rothermund, Wentura, & Brandtstädter, 1995) were published using variants of the semantic priming paradigm to study stereotypes. Typically, these techniques are constrained to examine trait-trait-associations (e.g., old-forgetful). Here, we want to introduce a semantic priming technique with whole sentences as primes to examine somewhat more complex semantic units, i.e., beliefs about persons in contexts.
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