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Cultures of genius in unequal societies: The impact of perceived economic inequality on preferences for talent over effort

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  • Bak, Hyuna
  • Yi, Youjae

Abstract

As global economic inequality intensifies, its influence on how people evaluate success remains underexplored. This research examines whether inequality shifts attributional preferences toward innate talent over effort across consumer, organizational, and educational contexts. Across four studies, individuals exposed to high-inequality conditions consistently favored talent-based over effort-based performers. This preference was mediated by perceived competitiveness, suggesting that inequality fosters environments where outperforming others with ease is idealized. The shift stemmed more from a devaluation of effort than from increased admiration for talent. By introducing economic inequality as a macro-level factor in performance attributions, this study extends attribution theory and advances our understanding of the psychological effects of inequality. The findings offer practical insights for marketing, hiring, and education, and highlight a growing cultural bias: the elevation of talent and the erosion of recognition for hard work. These results call for a critical rethinking of how merit is defined in unequal societies.

Suggested Citation

  • Bak, Hyuna & Yi, Youjae, 2025. "Cultures of genius in unequal societies: The impact of perceived economic inequality on preferences for talent over effort," Journal of Business Research, Elsevier, vol. 199(C).
    • Handle: RePEc:eee:jbrese:v:199:y:2025:i:c:s0148296325003352
    DOI: 10.1016/j.jbusres.2025.115512
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    References listed on IDEAS

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    1. Oliver P. Hauser & Christian Hilbe & Krishnendu Chatterjee & Martin A. Nowak, 2019. "Social dilemmas among unequals," Nature, Nature, vol. 572(7770), pages 524-527, August.
    2. Xianchi Dai & Kao Si, 2024. "The Fundamental Recruitment Error: Candidate-Recruiter Discrepancy in Their Relative Valuation of Innate Talent vs. Hard Work," Organization Science, INFORMS, vol. 35(1), pages 215-231, January.
    3. Bak, Hyuna & Yi, Youjae, 2024. "Brand envy in economic disparity: Understanding and mitigating malicious envy towards brands among consumers perceiving limited economic mobility," Journal of Business Research, Elsevier, vol. 184(C).
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