Wanting to Be Great and Better But Not Average

What is the nature of self-evaluation motives? The relativist perspective suggests that self-evaluation motives vary culturally, with self-enhancement developing in Western culture and self-effacement and self-improvement developing in East Asian culture. The universalist perspective suggests that self-enhancement and self-improvement are basic human motives that coexist in the self-system and are prevalent across cultures. We tested the competing perspectives in a cross-cultural study. Chinese and American students rated the degree to which they want to receive four types of feedback (self-enhancing, self-effacing, self-improving, and no-feedback) from four sources (parents, teachers, friends, and classmates). Chinese and Americans (a) overwhelmingly wanted self-enhancing and self-improving feedback more than self-effacing feedback and no-feedback and (b) were uninterested in self-effacing feedback. These findings attest to the universal nature of self-enhancement and self-improvement motives.