What are the consequences for older adults who confront ageism and the perpetrators who engage in ageist behaviors? We compared young (n = 265), middle-aged (n = 338), and older adults' (n = 235) impressions of an older target and the perpetrator of an ageist action. Participants read a vignette about a pedestrian offering unwanted help to an older woman crossing the street. We manipulated the type of ageism (benevolent or hostile), the reaction of the older target (acceptance, moderate confrontation, or strong confrontation) and assessed perceptions of perpetrator appropriateness and how evaluations of warmth, competence, and overall impression of the target changed over time. The perpetrator's act of benevolent ageism was perceived to be more appropriate than hostile ageism, and middle-aged and older adult participants reported the benevolent act to be more acceptable than young participants. This finding supports an age stereotype assimilation account. For target perceptions, accepting a hostile ageist behavior led to lower warmth and competence ratings but accepting benevolent ageism reduced warmth but not competence evaluations. Age differences in target perceptions were predicted by social identity theory, in that older adults rated the older target more positively overall. Perceptions of targets who confronted varied by type of ageism and the intensity of the confrontation. When participants perceived the target's reaction to be disproportionate to the ageist act, the target was viewed more negatively overall. The findings suggest that ageism directed toward older adults is perceived to be normative by adults of all ages and that confrontations of ageist behavior result in negative perceptions of the older target. (PsycInfo Database Record (c) 2021 APA, all rights reserved).