Ageism- stereotypes, prejudice, and discrimination based on age. Although largely applied to older adults, can also apply to the young juvenile ageism. Importance of studying elderly: elderly population will double by 2030. Unlike other prejudices, elderly people are the out-group that will one day (hopefully!) become in-group. We see old people as the out-group, but we all will eventually become old people and become our in-group. So we are stereotyping this out-group, which will one day apply to you. Patronizing language: over-accommodation- going out of your way to speak or act a certain way, baby talk. Patronizing behavior: infantalization the belief that elders are like children because of their inferior mental and physical ability, condescending treatment, assumption of physical and mental deterioration. Method: evaluative priming task of students, old vs. young subliminally primed (55 ms, positive vs. Negative traits presented after prime: dv: rt to words (faster rt = stronger association, ex.