Automatically activated facets of ageism: Masked evaluative priming allows for a differentiation of age‐related prejudice

This study investigated the automatic activation of ageism by using a go/no‐go version of the masked evaluative priming task. Pictures of younger persons, of older persons in everyday contexts, and of older persons depicting age‐related conditions of decline were used as masked primes that preceded positive and negative target adjectives conveying either other‐relevant valence (e.g., just and mean) or possessor‐relevant valence (e.g., serene and lonely). The evaluative priming effect (denoting relative negativity of old‐everyday primes in comparison with younger primes) was significant, as hypothesized, only for possessor‐relevant targets. It was not moderated by explicit ageism. A second priming index (denoting relative negativity of old‐decline primes in comparison with old‐everyday primes) predicted, however, explicit ageism. Again, this result was, as expected, constrained to the index based on possessor‐relevant targets. This study provides further evidence that prejudice in terms of automatic evaluations of social stimuli can be more fine grained beyond a mere one‐dimensional positive–negative differentiation. Copyright © 2012 John Wiley & Sons, Ltd.