Impression formation --> primary : make a good first impression on interview, date. How older people form impression: they judge others but old people are also judged (ageism; stereotyped) Stereotypes are shortcuts of perception: social knowledge structure about characteristics of certain groups of people. Heuristic: rule of thumb: strategy to do something --> find correct key. Same thing/common term: algorithm is used by computers. Age based double standard: young vs. old people being forgetful. Operating when individual attributes of old people is seen as more serious than younger people (as much) Implicit stereotype: subliminal message prime young adults with images of senile people. Representativeness: judging of instance by representing it in a category: exp someone tells you a person is thin, is it likely they are _______ or ________. Availability: what is available to the mind: exp one may think tornadoes kill more than lightening due to media. Implicit social beliefs: content: treat girls inferior to boys.