The earlier part of Chap. 7 examines a darker side to the belief that such inequality is merited on the grounds of personal attributes such as effort, hard work, self-reliance, and sensible life choices. There is widespread evidence of negative perceptions and judgements, sometimes even amounting to dehumanisation, of those who are less well-off economically. The use of blaming and shaming language, the bias towards accepting economic inequality, and resistance to redistribution policies are generally stronger among the wealthy and those of higher socio-economic status, including those who themselves have come from poorer backgrounds, and those who express liberal views but who in practice may oppose redistribution policies that would affect them personally. At the same time, there is evidence that inequality-supporting beliefs may decline amongst those directly experiencing adverse economic circumstances, personally or in their localities. Inequality-supporting justifications are rooted in both personal beliefs, such as social dominance orientation, and in the wider social system. The chapter examines cultural-level beliefs in capitalism, individualism, and unequal economic rewards based on effort, and the roles in promoting those beliefs played by an educational system based on merit, and by the mainstream popular media.