Despite the availability, capability, and inclination of older workers to remain in the workforce, research indicates that older workers are generally perceived and evaluated less favorably than younger workers (cf., Kite, Stockdale, Whitley, &Johnson, 2005). However, little is known about what factors lead older workers to be perceived less favorably. Up until this point, research investigating attitudes towards older workers has been limited to traditional work contexts. However, telework is an increasingly popular alternative work context and may be more appropriate for older workers. Another possible factor relating to evaluations of older workers is knowledge about age-related changes in ability. For example, the task demands of a job may be particularly high in fluid ability or crystallized ability. The work context and task demands of a job may be two potential sources of influence regarding perceptions of older workers. In the current set of studies, I examined the impact of applicant age, work context (telework and office work), and task demands (fluid ability and crystallized ability) on participants ratings of younger and older job applicants. In Study 1, a total of 16 job descriptions were selected based on their suitability and dependency on: office work/crystallized ability, office work/fluid ability, telework/crystallized ability, telework/fluid ability. Hiring managers recognized the jobs that were suited to telework or office work, but did not distinguish when either fluid or crystallized ability was of primary importance to a particular job. In Study 2, participants rated either younger or older applicants for 4 jobs selected from Study 1. The results of Study 2 were compelling. Older applicants were rated as more qualified when the job was dependent on crystallized ability, as well as when the job took place in a telework context. However, there were no significant differences between older and younger applicants when the job was dependent on fluid ability, or when the job took place in an office work context. The current research is critical to understanding the influence of task demands and the work context on differences between evaluations of older and younger workers.

Emerging evidence suggests that people not only categorize themselves and others based on age but also in terms of their generational membership. This cross-cultural study compared attitudes and stereotypes toward age and generational groups across the life span in China, Germany, and the United States including 1,112 participants between 18 and 86 years of age. We asked younger, middle-aged, and older respondents to rate either six age groups (e.g., adolescents, young adults, middle-aged adults, young-old, older, and old-old adults) or six matching generational groups (e.g., Generation Z, Millennials, Generation X, Baby Boomer, Silent Generation, and Greatest Generation) on various characteristics (e.g., happy, competent, selfish). Consistent with our hypotheses, the results demonstrate that across all three countries older generations were perceived consistently more positive, whereas older age groups were perceived as less positive. These findings suggest that generations represent a source of positive regard and high social status in later life across different countries with different historical backgrounds and cultures.

The notion of the “older worker” is frequently used in the organizational literature, in organizational practice, and in society, but so far, no research has investigated why people consider someone to be an older worker at a certain age. In the qualitative part of this study, we examined potential reasons for considering workers to be “older” at a certain age. In the quantitative part of this study, we investigated demographic characteristics (i.e., age, sex, education), job characteristics (i.e., job level, typical age in a job), and beliefs (i.e., perceived remaining time at work, motivation to continue working after retirement, positive and negative age stereotypes) as predictors of people’s conceptions of “older worker age”.” Data were provided by 269 employees from various jobs and organizations. The mean age at which participants considered someone to be an “older worker” was approximately 55 years. The most frequently stated reasons for considering workers to be “older” at a certain age were retirement age and age-related decline. Results of a regression analysis showed that participants’ age, sex, and perceived remaining time predicted “older worker age”. These findings provide first insights into the psychological construction of the “older worker”.

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After South Africa had adopted a democratic government, the labour force was changed profoundly. With the emphasis on diversity, employees were faced with work teams comprising people from different ages, genders, positions, races etc. The opportunity was given to value and embrace diversity in organisations. On the other hand, opportunities for prejudice and discrimination were greater than ever before. Consequently, stereotyping is evident within these diverse workplaces. If not properly managed, stereotypes can have various negative effects on the organisation. The academic sector in South Africa has to be equipped to manage diversity and therefore stereotypes to ensure the effectiveness of these institutions. The challenge is that employers need to be aware of how to manage such issues. Stereotypes are therefore a significant topic for research, specifically within South Africa. The objective of this research study was to explore stereotypes as experienced by individuals employed in the South African academic environment. A qualitative research study, specifically within the social constructivism paradigm, was employed for this study. A combination of the phenomenological and hermeneutic approaches was employed to reach the objectives of this study. The researcher made use of a case study strategy. Only one single case was utilised in this research study, namely the academic environment. Employees at one higher education institution (and two campuses) (N = 30) participated in this research study. Data was collected by means of semi-structured interviews, where after thematic analysis was used to analyse the data. The results of this study indicated that individuals working in the academic environment in South Africa are consciously aware of the meaning of stereotypes. Most participants were able to illustrate a definition of or meaning for stereotypes. The themes that were mentioned by participants included assumptions, beliefs, categorisation, generalisation, judgement as well as perception. Participants also indicated that stereotypes originate from various sources. Participants reported that primary and secondary exposure, individual differences, subjective perception as well as the fact that stereotyping was part of human nature were possible explanations for the origin of stereotypes. Participants were well aware of the fact that stereotypes originate from both us and others. When being stereotyped, individuals react to stereotypes in different ways. Participants mentioned that they react on a behavioural, cognitive and emotional level. Participants were also asked questions pertaining to the stereotypes they experience. It was found that various stereotypes exist within the academic environment. These stereotypes are experienced on an out-group and in-group level. Stereotypes mentioned by participants included age, gender, nationality, occupation, sexual orientation, race and work-related stereotypes. There were also participants from the study population who stated that they neither experienced stereotypes on in-group nor out-group level. Recommendations with regard to future research and practice were made. / MCom (Human Resource Management), North-West University, Potchefstroom Campus, 2015

After South Africa had adopted a democratic government, the labour force was changed profoundly. With the emphasis on diversity, employees were faced with work teams comprising people from different ages, genders, positions, races etc. The opportunity was given to value and embrace diversity in organisations. On the other hand, opportunities for prejudice and discrimination were greater than ever before. Consequently, stereotyping is evident within these diverse workplaces. If not properly managed, stereotypes can have various negative effects on the organisation. The academic sector in South Africa has to be equipped to manage diversity and therefore stereotypes to ensure the effectiveness of these institutions. The challenge is that employers need to be aware of how to manage such issues. Stereotypes are therefore a significant topic for research, specifically within South Africa. The objective of this research study was to explore stereotypes as experienced by individuals employed in the South African academic environment. A qualitative research study, specifically within the social constructivism paradigm, was employed for this study. A combination of the phenomenological and hermeneutic approaches was employed to reach the objectives of this study. The researcher made use of a case study strategy. Only one single case was utilised in this research study, namely the academic environment. Employees at one higher education institution (and two campuses) (N = 30) participated in this research study. Data was collected by means of semi-structured interviews, where after thematic analysis was used to analyse the data. The results of this study indicated that individuals working in the academic environment in South Africa are consciously aware of the meaning of stereotypes. Most participants were able to illustrate a definition of or meaning for stereotypes. The themes that were mentioned by participants included assumptions, beliefs, categorisation, generalisation, judgement as well as perception. Participants also indicated that stereotypes originate from various sources. Participants reported that primary and secondary exposure, individual differences, subjective perception as well as the fact that stereotyping was part of human nature were possible explanations for the origin of stereotypes. Participants were well aware of the fact that stereotypes originate from both us and others. When being stereotyped, individuals react to stereotypes in different ways. Participants mentioned that they react on a behavioural, cognitive and emotional level. Participants were also asked questions pertaining to the stereotypes they experience. It was found that various stereotypes exist within the academic environment. These stereotypes are experienced on an out-group and in-group level. Stereotypes mentioned by participants included age, gender, nationality, occupation, sexual orientation, race and work-related stereotypes. There were also participants from the study population who stated that they neither experienced stereotypes on in-group nor out-group level. Recommendations with regard to future research and practice were made. / MCom (Human Resource Management), North-West University, Potchefstroom Campus, 2015

Solicitud de envío manuscrito de artículo científico. / Vivimos en una sociedad donde la población adulta mayor está en crecimiento y los medios que consumimos son manejados por la publicidad. Ellos segmentan a los consumidores en base a sus necesidades, pero no a todos les llega de manera correcta la información, debido a que existe la presencia de estereotipos, que son reforzados en el consumidor mayor. Ocasionando que su presencia en el mercado sea escasa, especialmente en la mujer mayor porque no se le comunica sus anhelos y necesidades actuales, convirtiéndolas en una consumidora que no se identifica en la comunicación. El objetivo de este trabajo es analizar cómo la mujer mayor percibe la construcción de estereotipos de edad en el spot de televisión Migra con mamá de Entel. Es un estudio cualitativo compuesto por 15 mujeres adultas mayores de 60 a 65 años de edad que residen en los distritos de Lima Moderna. Los hallazgos mostraron que la mujer mayor no está identificada con los estereotipos de edad porque las muestran con problemas en su salud y físico, y además las relacionan con características maternales por ser mujeres. Estos estereotipos también son reforzados en la publicidad porque son mostrados negativamente, que no van acorde a la realidad de ellas. / We live in a society where the older adult population is growing and the media we consume is driven by advertising. They segment consumers based on their needs, but not all of them receive the information correctly, due to the presence of stereotypes, which are reinforced in the older consumer. Causing their presence in the market to be scarce, especially in older women because their current wishes and needs are not communicated to them, making them a consumer who does not identify themselves in communication. The objective of this work is to analyze how older women perceive the construction of age stereotypes in the television spot Migra con mama de Entel. It is a qualitative study composed of 15 adult women over 60 to 65 years of age who reside in the districts of Modern Lima. The findings showed that older women are not identified with age stereotypes because they show them with health and physical problems, and also relate them to maternal characteristics because they are women. These stereotypes are also reinforced in advertising because they are shown negatively, which are not consistent with their reality. / Tesis

Since the first democratic election in 1994, the South African labour force has undergone various changes. As a result, a number of laws were implemented, which helped ensure the diverse nature of the South African labour force. Within a diverse workforce, stereotypes are more likely to occur, which is also the focus of the present study. This study explored not only the meaning and origin of stereotypes but also the prevalent stereotypes and the manner in which employees experience these within the South African mining industry. A qualitative research design from a combined phenomenological and hermeneutic approach was used for the purpose of this study by following a case-study strategy. A combination of both purposive and convenience sampling was used and participants’ responses were obtained by making use of semi-structured interviews. The population consisted of participants (N = 15) from different departments within a particular organisation in the mining industry in South Africa. The representation of the population was diverse and included male, female, various age groups, and different racial groups. Interviews were transcribed and thematic analysis was used to analyse the data. Themes, sub-themes, and characteristics were extracted from the data and direct quotations of participants’ responses were analysed to support the findings. It was found that participants of this study are aware of and understand the meaning of stereotypes. Generalisation was the most prominent theme that was evident when asking participants about the meaning of stereotype. During the study it became clear that stereotypes exist within the mining industry and that individuals do entertain stereotypes of other individuals employed in this industry (out-groups), and also about themselves (in-group). The most prominent in-group stereotypes that individuals experienced are racially oriented. These stereotypes were experienced by White individuals, Black individuals and Coloured individuals, and it was mostly negative. The most prominent out-group stereotypes that individuals hold of others in their workplace were found to be occupational stereotypes. During the present study most stereotypes turned out to be negative in nature. Findings of this study also indicated that employees experience stereotypes on three levels, namely emotional, cognitive and behavioural. Participants of this study experienced stereotypes mostly on an emotional level. The study’s findings did show various origins of stereotypes and participants indicated that it originated mostly from secondary exposure. In these instances influences can be a result of factors such as affirmative action, apartheid, social interaction and upbringing. To conclude the study, recommendations were made for future research and practice in an industry with a diverse workforce. / MCom (Industrial Psychology), North-West University, Potchefstroom Campus, 2015

Since the first democratic election in 1994, the South African labour force has undergone various changes. As a result, a number of laws were implemented, which helped ensure the diverse nature of the South African labour force. Within a diverse workforce, stereotypes are more likely to occur, which is also the focus of the present study. This study explored not only the meaning and origin of stereotypes but also the prevalent stereotypes and the manner in which employees experience these within the South African mining industry. A qualitative research design from a combined phenomenological and hermeneutic approach was used for the purpose of this study by following a case-study strategy. A combination of both purposive and convenience sampling was used and participants’ responses were obtained by making use of semi-structured interviews. The population consisted of participants (N = 15) from different departments within a particular organisation in the mining industry in South Africa. The representation of the population was diverse and included male, female, various age groups, and different racial groups. Interviews were transcribed and thematic analysis was used to analyse the data. Themes, sub-themes, and characteristics were extracted from the data and direct quotations of participants’ responses were analysed to support the findings. It was found that participants of this study are aware of and understand the meaning of stereotypes. Generalisation was the most prominent theme that was evident when asking participants about the meaning of stereotype. During the study it became clear that stereotypes exist within the mining industry and that individuals do entertain stereotypes of other individuals employed in this industry (out-groups), and also about themselves (in-group). The most prominent in-group stereotypes that individuals experienced are racially oriented. These stereotypes were experienced by White individuals, Black individuals and Coloured individuals, and it was mostly negative. The most prominent out-group stereotypes that individuals hold of others in their workplace were found to be occupational stereotypes. During the present study most stereotypes turned out to be negative in nature. Findings of this study also indicated that employees experience stereotypes on three levels, namely emotional, cognitive and behavioural. Participants of this study experienced stereotypes mostly on an emotional level. The study’s findings did show various origins of stereotypes and participants indicated that it originated mostly from secondary exposure. In these instances influences can be a result of factors such as affirmative action, apartheid, social interaction and upbringing. To conclude the study, recommendations were made for future research and practice in an industry with a diverse workforce. / MCom (Industrial Psychology), North-West University, Potchefstroom Campus, 2015

Cette thèse étudie la perception de la marque vieille par les consommateurs selon une perspective anthropomorphique de la marque (perception et stéréotypes des personnes âgées). La marque perçue vieille est appréhendée en fonction des caractéristiques qui lui sont associées. Elle est multidimensionnelle et ambivalente (positive ou négative). Cinq études sont menées dans cette recherche. Une étude qualitative exploratoire (étude 1), nous conceptualisons et définissons la marque perçue vieillie, identifions ses dimensions, ses conséquences et ses modérateurs. Trois études quantitatives (études 2, 3 et 4), nous construisons un outil de mesure composé de quatre dimensions : expertise, déclin, intemporalité et entretien. Une étude quantitative (étude 5), nous testons un modèle intégrateur et les hypothèses de la recherche. Les dimensions de la marque perçue vieille ont des effets significatifs sur la nostalgie du consommateur, l’attachement à la marque et la confiance dans la marque. Ces relations sont modérées par l’orientation temporelle vers le passé et l’âge du consommateur, ainsi que le type de vieillissement de la marque (positif versus négatif) / This doctoral dissertation examines the perception of the old brand by consumers from an anthropomorphic perspective of the brand (perception and stereotypes of the elderly). The brand perceived as old is apprehended according to the characteristics associated with it. It is multidimensional and ambivalent (positive or negative). Five studies are conducted in this research. In study 1 which is an exploratory qualitative study (study 1), we conceptualized and defined brand perceived oldness, identified its dimensions, its consequences and moderators. Following that, three quantitative studies (studies 2, 3 and 4) were carried out in which we built a measurement scale consisting of four dimensions: expertise, decline, timelessness and maintenance. Finally, a quantitative study (study 5) was executed to test an integrative model and research hypothesis. The brand perceived oldness dimensions have significant effects on consumer’s nostalgia, brand attachment, and brand trust. These relationships are moderated by consumer’ temporal orientation towards the past and age, and by the type of brand oldness (positive versus negative)