In this updated edition, Palmore provides a comprehensive review of many different forms of ageism - including the interesting notion of positive ageism, which projects onto the elderly as a group traditional virtues like wisdom and thrift. He discusses both the individual and social influences on attitudes towards the aged; analyzes institutional patterns of ageism; and explores ways to reduce the impact of ageism on the elderly. This book is a valuable resource and text for students and professionals interested in the sociology of aging in our society.