Age-related prejudice or discrimination represents a complex interaction of rule-governed behavior (myths and distortions influencing individuals’ attitudes and beliefs) with other forms of stimulus control (e.g., negative visual media images) that then lead to systemic and institutionalized contingencies segregating older adults. The following chapter introduces “old age” as a social construct and invites self-reflection and advocacy for adults in late-life across personal and public spheres. Recommendations and resources for laypeople and providers are suggested.