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Hating the super-rich is a popular but highly polarizing belief. A 2019 survey revealed that while 72 percent of seniors (>65) believed wealth is earned, 52 percent of Americans under the age of 30 expressed contempt and resentment by agreeing with the statement, “Most rich people in the United States got rich by taking advantage of other people” (Ekins, 2019). While wealth is often associated with success, influence, and power, in general, the more prosperous a person becomes, the more negatively they are viewed by others. The underlying reasons behind this phenomenon are complex but primarily can be explained by three factors: the concept of Schadenfreude, the biological mechanisms of reward and punishment, and the pleasure derived from seeing others struggle and fail.

The ominous influence of Schadenfreude

One possible explanation for our negative evaluation of the super-rich lies in the concept of the German word Schadenfreude. There is no direct English translation for Schadenfreude (the word epicaricacy comes close), but the concept implies there is joy in perceiving harm to others. The feeling occurs when we witness or become aware of the troubles, failures, or humiliation of another. The assessment suggests that witnessing someone else’s downfall, particularly those perceived as privileged, can trigger feelings of satisfaction, validation, and even delight.

Research has shown that Schadenfreude can be a complex emotional response arising from various psychological and social factors. A study by Feather et al. (2014) found that people tend to experience greater Schadenfreude when they perceive someone as undeserving of their success or when they feel envy towards the person’s achievements. In other words, the aphorisms of “you get what you deserve” and “what goes around comes around” manifest in the emotion of Schadenfreude and our perceptions of the wealthy.

Biologically, the failure of others mimics reactions to being rewarded.

The brain’s reward system plays an important role when evaluating the meaning of behaviors that we observe (Hoffman, 2015). Our reward system is primarily governed by the release of neurotransmitters and hormones such as dopamine, which reinforces positive experiences and encourages the repetition of rewarding behaviors. The brain responds to the release of dopamine with feelings of confidence, serenity, and euphoric mood elevation. Conversely, when individuals face negative outcomes, the brain’s punishment system activates, triggering negative emotions such as disappointment, resentment, or even Schadenfreude.

Knutson et al. (2008) used functional magnetic resonance imaging (fMRI) and found that when witnessing others’ financial losses, the reward system in the brain is activated, suggesting that observing misfortune can generate pleasurable responses. These findings suggest that when super-rich individuals face difficulties, our brains may instinctively associate their misfortunes with a reward response, contributing to our negative evaluations. Surprisingly, an almost identical pattern of hormones and neurotransmitters is activated when we win a game of chance, get a pay raise at work, or achieve an academic milestone!

Despite the confluence of evidence, we should also remember that there is a general lack of consensus as to the exact neural mechanisms involved in regulating reward experience, and the information above shows that neural pathways of reward can be stimulated in multiple ways. The effects of reward will change within individuals over time and between tasks; thus, a cautious interpretation of reward systems is essential (Hoffman, 2015).

Social comparison breeds envy.

Another factor that influences our negative evaluations of the super-rich is social comparison. Humans have a natural tendency to compare themselves to others as a way of evaluating their own achievements, status, and self-worth. When comparing ourselves to wealthy individuals, the disparity in their fortunes can evoke envy and feelings of inadequacy. However, when we can find reasons to make downward comparisons to the super-rich, such as believing we are more honest or sincere, we, in turn, feel better about ourselves. Much of the psychology behind the success of reality television leverages this principle. Very often, the programs showcase wealthy individuals making fools of themselves, which enhances our own satisfaction and feelings of personal well-being (Lundy, Ruth, & Park, 2008).

Studies have shown that envy is more likely to occur when individuals perceive their own resources as limited or when they believe that others have unfairly gained success (Smith & Kim, 2007). This perception of unfairness can be particularly prominent when it comes to the super-rich, as their accumulation of wealth may be seen as a result of being born into money or having privileged circumstances achieved through the exploitation of others.

Envy is intensified by unrealistic portrayals of the super-rich in social media that highlight lavish lifestyles and extravagant expenditures. The portrayal creates animosity among those who perceive themselves as less fortunate. Resentment is exacerbated by socioeconomic conditions and is especially profound in times of recession or economic uncertainty. Additionally, media portrayals and narratives play a significant role in shaping public opinion. Media coverage tends to focus more on the excesses, scandals, and controversies surrounding the lives of the super-rich, reinforcing negative stereotypes and further fueling resentment.

Strive for empathy, and don’t generalize.

The negative evaluation of super-rich individuals can be attributed to many factors, including Schadenfreude, the biological mechanisms of reward and punishment, social comparison, envy, and cultural and social influences. These psychological and societal forces intertwine to shape our perceptions and attitudes toward those who have amassed significant wealth. Remember that individual circumstances and personal choices differ widely. Like any other demographic label, not all super-rich individuals are perceived negatively. By fostering empathy, promoting social responsibility, and questioning societal structures, we can strive for a more inclusive and balanced perception of what constitutes success and wealth.