Personal values and people’s attitudes toward older adults

BACKGROUND: We examine the relationship between people’s personal values and their attitudes toward older adults. In addition to the two conventionally-used measures of personal values (agency subdimension and communion subdimension), we distinguish across 10 different value types and explore how each impacts attitude. METHODS: We use data from the World Values Survey for three aging Asian societies, namely Japan (N = 2448), Singapore (N = 1972), and Hong Kong PRC (N = 1000). For each sample, we perform regression-based analyses to assess the relative importance of the 10 value types in explaining people’s attitudes towards older adults. Results are then compared against regressions based on the two aggregate value measures. RESULTS: In all three economies, the agency subdimension was a more consistent predictor of unfavorable attitudes toward older adults, as compared to the communion subdimension. Our disaggregated analysis reveals two additional insights. First, the positive association between agentic values and attitudes was driven predominantly by the power (wealth) and stimulation (excitement) value types. Second, the lack of association between the communion subdimension and attitudes must be interpreted with caution since certain value types within this subdimension may act in opposite directions causing effects to cancel each other out at the aggregate level. CONCLUSIONS: Disaggregating personal value types provides greater prognostic power than the two aggregate measures, as well as insights on ways to improve people’s attitudes toward older adults. Interventions aimed at reducing ageist attitudes in aging societies can target individuals with agentic traits by emphasizing notions of power (e.g., older adults’ economic success) and stimulation (e.g., positive images of older adults learning new things).