Culture and narcissism: The roles of fundamental social motives

Cultures that value individuality over collective cohesion tend to report higher levels of narcissism. One plausible explanation is that individuals with vertical individualistic orientations might find it easier to justify motivations to procure individual status and success, which may reinforce narcissistic tendencies. We tested this idea with samples of university students (N₁ = 545) and working adults (N₂ = 534). Specifically, we examined the degree to which cultural orientations related to grandiose narcissism through the fundamental social motives of status and affiliation. The indirect effects of vertical individualism on narcissism exhibited consistent patterns in both samples. As expected, vertical individualism related to higher levels of both agentic and antagonistic narcissism via a stronger status motive. The indirect effects of horizontal collectivism on narcissism were only observed for narcissistic rivalry. Specifically, horizontal collectivism related to lower levels of antagonistic narcissism via a stronger affiliation motive and a weaker status motive. Through documenting the interconnectedness of individuals’ cultural orientations, social motives, and narcissism, our findings demonstrate the central role of the status motive for narcissism.