• ageism;
  • ageism measurement;
  • Ageism Survey;
  • aging education

Abstract  Research literature over the past 50 years has addressed ageism, but few studies have examined the measurement of ageism or how to combat it. This study utilized Palmore's Ageism Survey to measure the frequency of occurrence of ageism and to examine the types of ageism reported by older adults in the East Tennessee region of the USA. A convenience sample of 247 community-dwelling older adults was recruited from eight senior centers and nutrition sites. The participants ranged in age from 60–92 years. Eighty-four percent of the participants indicated an experience with at least one type of ageism. The forms of ageism frequently reported were jokes and birthday cards that poked fun at older people. Events showing disrespect also were reported. Differences in urban/suburban and rural reporting were noted. The findings from this and similar studies might provide guidance for the measurement of ageism and how to combat it.