Self-improvement is a potential resource in sustaining relationships. A series of 2 studies with Hong Kong Chinese college samples sought to examine whether attribute-specific, reflected regard from the partner determines self-improvement efforts on those attributes and whether attachment avoidance moderates the association. These studies measured self-improvement effort by retrospective self-report (Study 1) and evaluation of objects pertinent to attribute-specific self-improvement goals (i.e., related self-help books; Study 2). In general, the results showed that individuals improved their personal qualities when they perceived these qualities as relatively less favorably regarded by their partner. Moreover, attachment avoidance weakened such an association. The role of attachment avoidance in relationship-driven self-improvement seems to reflect strategic preference rather than a downplaying of relationship importance.