Kunda (1999) noted that people have a tendency when they perceive others in social settings, to automatically categorize them into three major dimensions: race, age and sex (as cited in Nelson, 2004, p.ix). Barrow and Smith (1979) noted that only a small proportion of theoretical and empirical research within psychology has been directed towards understanding ageism (while much of the research has focused on the other two ‘isms’: racism and sexism) (as cited in Nelson, 2004, p.ix). Butler (1969) coined the term ‘ageism’ describing it as being comparative to other examples of bigotry (e.g. sexism and racism) whereby he defined it as people systematically stereotyping and discriminating others on the basis that they are old (as cited in Angus & Reeve, 2006). Nowadays, the concept is more loosely defined as one discriminating against or being prejudicial (in a positive or negative manner) towards any age category (Angus & Reeve, 2006). Discrimination may be defined as a set of processes which leads to another individual or group being marginalized (Thompson, 2005, p.3). While prejudice may be defined as one having a negative attitude about other people because of the group they are a member of (Holt et al., 2012, p.539).…