The maximization principle – that people aspire to the highest possible level of something good if all practical constraints are removed – is a common yet untested assumption about human nature. We predict that in holistic cultures –where contradiction, change and context are emphasized– ideal states of being for the self will be more moderate than in other cultures. In two studies (Ns=2392 and 6239) we asked: If participants could choose their ideal level of happiness, pleasure, freedom, health, self-esteem, longevity, and intelligence, what level would they choose? Consistent with predictions, maximization was less pronounced in holistic cultures; they aspired to less happiness, pleasure, freedom, health, selfesteem, longevity, and IQ than did members of other cultures. In contrast, no differences emerged on ideals for society. The studies show that the maximization principle is not a universal aspect of human nature, and that there are predictable cultural differences in people’s notions of perfection.