Cross‐cultural dynamics of narcissism and prosocial behavior: Unveiling the role of social status pursuit and collectivism

Abstract

AbstractThis paper explores the relationship between narcissism and prosocial behavior, challenging the mainstream view that narcissism typically undermines prosocial actions. We argue that in collectivist cultures, where social harmony and interdependence are central, narcissistic traits can manifest as prosocial behavior, driven by the pursuit of social status. This dynamic is moderated by interdependent self‐construal, which ties personal identity to group relationships. To substantiate our claim, we conducted four comprehensive studies. Study 1 (N = 425) analyzed the cross‐cultural variance in the relationship between narcissism and prosocial behavior. Studies 2A (N = 244) and 2B (N = 295) accessed and manipulated the interdependent self‐construal individuals in both Eastern and Western cultural settings to explore the moderating role of cultural tendencies. Study 3 (N = 605) explored a moderated mediation model to explore the mechanisms underpinning the facilitated effect of narcissism on prosocial behavior through the social status pursuit. Our research shows that in collectivist settings, narcissism can fuel prosocial behaviors, moderated by interdependent self‐construal, which connects narcissism to prosocial behavior through the desire for social status. This breakthrough deepens our understanding of narcissism within cultural contexts, highlighting the importance of considering cultural factors in psychological research and offering new insights into the diverse expressions of personality traits across societies.