Warmth and Competence: Stereotypes of the Elderly Among Young Adults and Older Persons in Brazil

Abstract

According to the Stereotype Content Model, out-group stereotypes vary on the dimensions of warmth and competence ( Fiske, Cuddy, Glick, & Xu, 2002 ). Studies in other cultural settings have shown that elderly persons are often viewed as warm but not very competent. The present study was designed to examine societal stereotypes of the elderly among 118 Brazilians of different ages. Participants reported that Brazilian society views the elderly as more warm than competent. With regard to competence there were age-related differences with older persons seeing the elderly as more competent than did younger persons. Interpretations in terms of in-group preference and developmental changes are put forth.