Deservingness Heuristics and Policy Attitudes toward the Elderly in an Aging Society: Evidence from Japan

Deservingness theory contends that spending on the elderly is widely supported across age groups because, unlike other groups such as immigrants or the unemployed, senior citizens are perceived as morally worthy of social aid. However, through a survey experiment in Japan, a prototypical aging society, this study shows that in a state with a large population of senior citizens, there is a significant age gap in policy preferences with the working-age population demonstrating stronger opposition to government support for the elderly. To induce empathetic policy attitudes toward the elderly, therefore, effective issue framing is necessary. However, emphasizing economic need is not enough; it is only when both the elderly’s economic need and effort to work are emphasized that we see a positive attitudinal change among the working-age population. In addition, we find that the economically secure are more sensitive to senior citizens’ economic need and effort to work in determining their policy support. By contrast, the economically insecure exhibit unqualified support for the elderly. These findings demonstrate that deservingness for the elderly is not innate, but is driven by conditional altruism. Furthermore, our work emphasizes the importance of issue framing in generating intergenerational solidarity in a rapidly aging society.