Descriptions of the rich—hard-working, greedy tax avoiders, or generous philanthropists—are often deployed to justify or challenge higher taxes. This article identifies which of these traits matter most for public support of progressive taxation.

🧭 How Attributes Were Identified

• An inductive approach drew attributes from open-ended survey responses and prior literature to capture how people naturally describe the rich.

🧪 How Support Was Tested

• Pre-registered experiments conducted in the United States and Denmark measured how information about different attributes of the rich changes support for taxing high incomes.

📈 Key Findings

• Pro-social behaviors matter most: when the rich are described as treating workers well or not using tax loopholes, public support for taxing them declines.
• Merit signals matter far less: indicators such as "working hard" are secondary or statistically insignificant in shaping tax preferences.
• These patterns hold across the pre-registered experimental tests in both countries.

💡 Why It Matters

• Perceptions of the rich's social behavior—rather than simple merit claims—emerge as a central consideration in redistributive politics, with implications for how political actors frame arguments for or against progressive taxation.