In a national survey, respondents were given three pie charts showing wealth distribution among five segments of the population. Then they were asked: "Which nation would you rather join -- if you were randomly assigned and could end up anywhere in this distribution, from the very richest to the very poorest?"
One unlabeled pie chart depicted a perfectly equal distribution of wealth. A second pie chart identified the wealth distribution in the United States. In between these extremes, a third unlabeled pie chart reflected the income distribution of Sweden.
The United States distribution was far less desirable than both the (unlabeled) Sweden distribution and the equal distribution. About 92 percent of Americans preferred the Sweden distribution to America in a head-to-head comparison when Pie C was excluded.
Here are the results:
Source: Building a Better America survey, Norton and Ariely
A, which was preferred by 10 percent of Americans, is the United States.
B, which was preferred by 47 percent of Americans, is Sweden.
C, which was preferred by 43 percent of Americans, isn't a real place.