Narcissism and romantic attraction: Evidence from a collectivistic culture

The purpose of this study was to examine the relationship between narcissism and romantic attraction in a collectivistic culture (i.e., Thailand). In Study 1, participants completed a measure of narcissism and rated their attraction to four potential romantic partners. There was an overall preference across participants for caring targets. Additionally, high narcissists were more attracted to admiring and high status targets than were low narcissists. A similar pattern of results was found in Study 2 with targets that were either high caring/low status or high status/low caring. Overall, caring in a partner was highly valued in a collectivistic culture, but narcissism still predicted attraction to targets who offered the potential for self-enhancement. These findings suggest that classically Western self-enhancement can be found in Eastern samples; however, to uncover these self-enhancement processes, researchers might need to use a personality variable such as narcissism.