*Shamala Ramasamy, Sonia Khodabakhsh
Ageism is a concept of age stereotype, in which an ageist attitude dictates how young people perceive the old. A negative ageist attitude gravitates to discrimination and condemnation towards the aged. Stereotypes are reinforced by frequent exposure to media contents. Since media contents have a significant impact on individual’s attitude, this experimental research aims to study the subliminal media in posing change on the ageist attitude of young adults between ages 18 and 25, where such attitude change is due to mere exposure effect (MEE). In contrast to the norm of past studies using explicit self-report tests, this study delves into the implicit element of ageist attitude conducted using an experimental approach.
Keywords: Ageist, ageism, mere exposure effect, stereotypes, subliminal