LAUSR

Abstract What explains ageism towards older people? Several answers exist in the literature, but it is still unclear whether the ageism people express has been altered by motivational forces (i.e. factors which carry or enact motivation, leading to action or thought) or whether an original, primal ageism can be expressed directly. Investigating populations of young adults (45 and younger), this article suggests that value systems are sources of internal and external motivational forces which work to either suppress or to justify both subtle and blatant forms of ageism. It was hypothesised that, at the individual level, values precede any threat perception and negative stereotypical beliefs associated with older people, leading to forms of ageism which match the motivational goals of a person's values. It was further expected that, at the cultural level, values represent the climate in which people express ageist beliefs. It was found that self-transcendence values can bypass the negative effects of threat perception and negative stereotypes, resulting in less-negative forms of ageism. A sample comprising a clear majority of hierarchical, non-Western cultures showed that self-enhancement values also contributed motivational strength for the suppression of blatant ageism. A practical implication of these findings is the possibility of further developing existing strategies of combating ageism by working to effect appropriate long-term changes in the values of young adults.