Age and Antiaging Technique Influence Reactions to Age Concealment

Objectives. Despite the rapid expansion of the antiaging cosmetic industry in recent years, little is known about the current social judgment consequences of concealing one's age. In two studies, we examined perceivers' evaluations and mental representations of individuals who engage in age concealment. Methods. In Study 1, we assessed young and older adults' reactions toward a middle-aged or older adult target who engaged in mild or major forms of age concealment. In Study 2, we examined the social consequences of age concealment in greater detail by including younger middle-aged targets and expanding the range of concealment procedures used. Results. Targets received less favorable evaluations (a) to the extent that they engaged in invasive procedures, (b) when they were viewed by young adults rather than by older adults, and to some degree, (c) if they were middle-aged adults rather than older adults. Participants held different expectations concerning aging and age concealment depending on the age of the target and the antiaging technique used. Discussion. These findings suggest that reactions to age concealment vary according to the concealment technique used, the age of the perceiver, and to some extent, the age of the target.