Age stereotypes and patronizing messages: Features of age‐adapted speech in technical instructions to the elderly

Abstract

Abstract The goal of this study was to add an applied perspective to age stereotyping and patronizing messages by investigating verbal behavior during an instructions task. Participants (60 young males and 60 females) were required to explain the use and functions of a radio alarm clock to one of three elderly targets (competent elderly vs. less competent elderly vs. age‐only‐labeled 82‐year‐old) as well as an age‐only‐labeled 32‐year‐old. Analyses showed less patronizing features toward a positively‐stereotyped elderly target, yet even then it was age‐adapted rather than “normal adult” speech. Gender differences showed female speakers as more categorical than males. Consequences for the elderly as consumers are discussed.