The motive to enhance and protect positive views of the self manifests in a variety of cognitive and behavioral strategies but its universality versus cultural specificity is debated by scholars. We sought to inform this debate by soliciting self-reports of the four principal types of self-enhancement and self-protection strategy (positivity embracement, favorable construals, self-affirming reflections, defensiveness) from a Chinese sample and comparing their structure, levels, and correlates to a Western sample. The Chinese data fit the same factor structure, and were subject to the same individual differences in regulatory focus, selfesteem, and narcissism, as the Western data. Chinese participants reported lower levels of (enhancement-oriented) positivity embracement but higher levels of (protection-oriented) defensiveness than Western participants. Levels of favorable construals were also higher in the Chinese sample, with no differences in self-affirming reflections. These findings support and extend the universalist perspective on the self by demonstrating the cross-cultural structure, yet culturally sensitive manifestation, of self-enhancement motivation.Keywords: self-enhancement, self-protection, culture, self-esteem, narcissism Self-Enhancement and Self-Protection in China 3People are fundamentally motivated to enhance and protect their self-worth. Indeed, the sister motives of self-enhancement (i.e., to maintain or boost positive self-views) and selfprotection (i.e., to forestall or minimize negative self-views) influence cognition, shape affect, and drive behavior in ways both subtle and blatant (Alicke & Sedikides, 2011;Brown, 1998;Dunning, Heath, & Suls, 2004;Paulhus & Holden, 2010). Recently, Hepper, Gramzow, and Sedikides (2010) conducted a systematic analysis of the structure of the many (selfreported) strategies that people implement when they self-enhance or self-protect.These authors identified four reliable and discriminable underlying families of strategy.Three families are pertinent to self-enhancement (Alicke & Sedikides, 2009;Sedikides & Gregg, 2008). Positivity embracement strategies entail obtaining (behaviorally) and making the most of (cognitively) positive feedback from others. For example, people selectively interact with others who are likely to provide positive feedback (Sanitioso & Wlodarski, 2004), carefully self-present their best qualities in interactions (Leary & Kowalski, 1990), and readily take personal credit for positive feedback or success (Mezulis, Abramson, Hyde, & Hankin, 2004). Favorable construals entail forming self-serving cognitions about the world. For example, most people believe they are better than average on personally important traits (Alicke, 1985), expect to have a rosier future than others (Weinstein, 1980), and interpret ambiguous feedback as relatively flattering (Taylor & Crocker, 1981). Self-affirming reflections entail maintaining self-integrity cognitively in the face of current or past self-threat. For example, people bring to mind the...