Patronizing the Young: Forms and Evaluations

Exploratory work indicated that Californian undergraduates were frequently, and irritatingly, patronized by older adults in a variety of ways. In a follow-up, using multidimensional scaling procedures, three distinct clusters representing young adults' own conceptions of patronizing speech emerged (“non-listening,” “disapproving,” and “parental”). In the main study, young adults were provided with a single vignette of a short conversation between an older and younger person. Eight versions of this vignette were devised independently varying elder's age (40-vs. 70-years) and speech style (neutral vs. non-listening vs. disapproving vs. parental). Participants were required to evaluate both vignette-targets. As expected, the patronizing elders were negatively perceived. An evaluative hierarchy differentiated between the three patronizing forms, and in ways that differed depending on the nature of the judgmental task. Content analyses of open-ended data also revealed interesting differences in interpretive responses to the various vignette conditions.