The purpose of the present research was to examine younger (7-years-old) and older (10-years-old) children's attitudes toward older individuals following one type of five primes: positive prime, negative prime, elderly prime, grandparent prime, or neutral prime. Overall, children's attitudes on three tests--Apperception, Semantic Differential, and Attribute Salience--were affected by the type of prime children were given, with positive and grandparent primes resulting in more positive views toward older individuals than negative, elderly, or neutral (control group) primes. The present research provides evidence that priming the most accessible cognitions about an individual can affect even young children's perception of the individual. These results are discussed in terms of category-based and data-driven processing and may explain the disparate findings obtained in previous studies that have shown the children's attitudes toward older individuals are sometimes negative, whereas other studies have shown that children's attitudes are more positive or neutral. (Contains 6 figures.)