This article analyses the gap between human aspirations concerning self-enhancement and corresponding outcomes in ten western European countries. Utilizing individual data for 14,300 respondents from the European Social Survey, four self-enhancement gap metrics are created: (1) the Ambition gap; (2) the Success gap; (3) the Wealth gap; and (4) the Authority gap. The findings suggest that subjective well-being (SWB) appears to be higher in rural than in urban communities. One reason for lower SWB among urban residents relates to their higher aspirations in certain areas of life. However, urban areas are apparently able to meet the financial expectations of their inhabitants far better than rural areas are, whereas an unmet craving for, e.g., success in rural areas appears not to affect SWB at all. Overall, there is a strong association between unmet aspirations and lower satisfaction with life. The added value of this paper is that it goes beyond existing explanations of the reasons behind urban malaise in developed economies. ; Peer reviewed