3 Psychological Factors That Motivate The 'Eat The Rich' Movement

Do you get a kick out of watching wealthy people suffer? Research reveals why people do, and why it isn't an abnormal reaction.

By Mark Travers, Ph.D. | June 07, 2024

Have you ever wondered why recent movies like The Menu, Parasite and Knives Out are so wildly popular? Outside of the fact that each of them are superb films, there is one more characteristic that they share—one that likely plays an even greater role in their critical acclaim: the depiction of wealthy people suffering.

Beyond film alone, the ideology can be seen in various parts of life. From protests and boycotts to memes and movies, the lower- and middle-class are often vocal about their apathy and indignation towards millionaires and billionaires. The manifestations of this mentality may vary, but the sentiment remains the same: "eat the rich."

But where does this sentiment come from? And why do so many people get a kick out of witnessing the downfall of the super-rich? Here's what psychological research suggests on the matter.

1. Schadenfreude

Directly translating to "harm-joy," schadenfreude describes the pleasure derived from another person's misfortune. Research from New Ideas in Psychology identifies three distinct types of schadenfreude, each of which likely contributes heavily to this enjoyment of wealthy people suffering:

1. Rivalry schadenfreude arises from our need to make social comparisons. It's rooted in the desire to feel superior or to boost our self-esteem by comparing ourselves to others, particularly those who are more successful or possess higher social status. So, when someone of higher status experiences misfortune, it can make us feel better about our own position in society.
2. Aggression schadenfreude stems from a sense of social identity—namely, the demarcation between "us" and "them." This type of schadenfreude is closely linked to the concept of in-groups and out-groups. So, when members of an out-group—whom we may perceive negatively or as threats—face adversity, it reinforces our sense of belonging and superiority within our in-group. The misfortune of the out-group feels rewarding because it strengthens our social bonds and validates our identity.
3. Justice schadenfreude reflects our innate sense of fairness and moral order. When individuals who are seen as violating social norms or acting unethically face consequences, it reassures us that justice is being served. This form of schadenfreude rewards our adherence to social principles by providing a sense of vindication and moral satisfaction.

Watching people suffer or fail can be a guilty pleasure in itself, but when the person suffering is someone we dislike, someone of higher status or someone we believe deserves retribution, the pleasure is even greater.

The rich—who often thrive while the rest of the world suffers—become prime targets for this reaction. Their downfall can make us feel vindicated and validated, enhancing our sense of fairness and self-worth. Thus, when those who are usually seen as immune to the hardships faced by ordinary people experience significant setbacks, it provides a potent mix of rivalry, aggression and justice schadenfreude—which consequently makes us feel better about our own lives and societal standing.

2. Social Comparison Theory

Social comparison theory posits that people determine their own social and personal worth based on how they stack up against others. According to research from the Journal of Applied Social Psychology, this phenomenon is driven by the innate need to compare ourselves to others in order to evaluate our abilities and opinions. There are two primary types of social comparison:

1. Downward comparison involves comparing ourselves to those who are worse off, which can boost our self-esteem and make us feel better about our own situation.
2. Conversely, upward comparison involves comparing ourselves to those who are better off, which can either motivate us to improve or make us feel inferior.

Watching rich people suffer, however, offers a rare kind of social comparison. A suffering wealthy person occupies a unique position: they are better off in terms of overall resources and status, but are also experiencing significant misfortune. Downwardly, our self-esteem is boosted by the realization that—despite our struggles—we are not in the dire situation that these wealthy individuals find themselves in. Upwardly, seeing the rich suffer diminishes our sense of inferiority to them, as it demonstrates that wealth does not shield one from failure or adversity.

Simply put, watching the downfall of the rich can make us feel better about our own socioeconomic status and struggles. It provides a sense of justice and balance, satisfying our innate desire for excessive wealth and consumption to be met with consequences. This alignment with our sense of fairness and equity can be satisfying, as it confirms our belief that no one is invincible and that everyone is subject to the horrors of life—regardless of their wealth.

3. Zeitgeist

According to a 2023 study on attitudes toward capitalism, only six out of 34 countries had populations with pro-capitalist attitudes. Least surprisingly, individuals who were men, highly educated, high earning or right-wingers were the least anti-capitalist. In contrast, the majority of the sample criticized capitalism for perpetuating economic inequality, keeping the rich rich and making the poor even poorer, thus widening the wealth gap.

With these findings in mind, it's likely that the joy that people derive from watching wealthy people suffer is a product of global socio-political dissatisfaction. It reflects broader societal concerns about wealth distribution, social justice and the American Dream. These narratives capture the zeitgeist of a generation disillusioned with capitalism and corporate greed. As economic disparities continue to grow, the sense of frustration and powerlessness among the average person intensifies.

Because of this, watching the rich suffer can serve as a form of collective catharsis, allowing us—the 99%—to vicariously experience the retribution we feel that the 1% might deserve for their greed and consumption. This collective catharsis—whether during a movie where the filthy rich meet their demise, or while laughing with friends about a billionaire going bankrupt—acts as a much-needed healing balm for those who are likely to be stuck in the capitalist rat race for the rest of their lives. It offers a temporary sense of justice and emotional release, helping people cope with the realities of economic inequality and their own financial struggles.

Do you also feel a pang of guilty pleasure watching the fortunate suffer? Take the Schadenfreude Scale to know if it's a cause for concern.

A similar version of this article can also be found on Forbes.com, here.