A limitation of SET is that it may suffer from cultural bias because it reflects Western, individualistic views of relationships. In Western cultures, relationships are typically voluntary and based on personal satisfaction, making SET more applicable. However, in collectivist cultures, relationships are often influenced by tradition, where the needs of a group/community are valued over individual needs, meaning that cost-benefit analysis may not always apply. This suggests that SET is ethnocentric and may not be a suitable explanation for relationships across different cultures.