The study of unlimited wants reported by the Guardian article used a concept of an ‘absolutely ideal life’ lottery, where participants were asked to choose which hypothetical lottery to enter based on its prize amount (US$10,000 – US$100 billion) only. The study had a reasonably large participant size (N= 7860 from two studies), with participants from 42 countries. Results showed that lottery selection was bimodal, with the most common answers being between US$1 million and US$10 million, and US$100 billion – participants were categorised as a Limiteds and Unlimiteds based on these modes. While the proportion of Unlimiteds was highest in the United States (32%) in the first study, the article depicts an American monolith stating that Americans, as a whole, “say they need at least $100m, and frequently insist on $100bn” – the study itself stresses that people with unlimited wants were a minority (32%).
The Guardian article reasonably uses the study to address anti-consumerism and sustainable practices, stating that the study supports the idea that people do not desire accumulation of excessive amounts of wealth and therefore policies and social messaging should reflect this – the study report itself suggests a wealth tax could be a positive governmental priority (as “wealth taxes of US$10 million or more would have no impact on the ability of most people to achieve their absolutely ideal economic lives”). However, the article fails to address that having limited wants was not positively correlated with valuing ‘pro-social’ outcomes for others; additionally, at a country level, valuing group welfare was associated with countries with more Unlimiteds. This suggests that the article’s presentation of a wealth tax being “popular” is perhaps an oversimplification. Equally, the article does not include other evaluations of the study – for example, it does not note that no distinction was made in the study’s design between money used to fulfil personal wants and money used for altruistic wants, meaning that participants may have been responding to different hypotheticals based on their interpretation of the ‘absolutely ideal life’ lottery concept. Social desirability bias could have also contributed to participant responses so further research would be needed to clarify people’s limited/unlimited wants, which the article does not highlight.