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U.S. media use the term “serial cheater,” derived from “serial killer,” to describe people who repeatedly betray their partners trust.

Celebrities such as former US President John F. Kennedy, actress Elizabeth Taylor, actors Jack Nicholson and Brad Pitt, and comedian Chris Rock are believed to have a tendency to cheat, according to Spanish newspaper The Country.

Infidelity is common in today society but many wonder why some people cannot remain faithful. Two psychologists in Barcelona, Spain, Ainhoa Plata and Ines Barcenas, have provided scientific explanations.

“In psychology, there is no label such as ‘serial cheater,’ but there are personality traits that make certain people more prone to being unfaithful,” Plata said, adding that this behavior may be linked to mental health issues.

“We are dealing with a narcissistic personality disorder. Narcissistic people use others to feel loved and admired. They like challenges and continually prove to themselves that they are above others. For this reason, they love to live the passion of falling in love

“They may be dealing with narcissistic personality disorder. These individuals use others to feel admired and loved. They enjoy conquest and constantly proving themselves superior. They are comfortable with short-term relationships rather than long-term commitments,” she said.

Narcissists often do not feel satisfied with stable relationships because over time their partners no longer idolize them; and infidelity allows them to constantly satisfy their needs.

Barcenas, who earned a psychology degree from CEU San Pablo University in Spain, said narcissists tend to develop personality disorders over time. As such, they are more focused on physical and sexual attraction.

“They like to please and flirt. They are unable to maintain a purely friendly relationship with someone of the opposite sex,” she said.

Low self-esteem is another factor behind infidelity. People with low self-esteem often seek validation and attention from others. They are typically admired for their appearance, achievements, or charm.

Not all unfaithful people have personality disorders or mental health problems, however. “Humans are unfaithful by nature, but we are not prepared to understand [this quality] and that is why it is necessary to hide it. People do not tell the truth out of altruism, so as not to destroy their partner, so that their children do not suffer a family conflict,” Barcenas said.

Although infidelity has existed for a long time, social media and dating apps have exacerbated the issue. A 2014 study in the U.K. found that one-third of divorces were linked to social media, and the numbers have continued to rise since.

“Social media and apps have totally changed the rules of the game for serial cheaters. It is now much easier to contact people, create false identities and hide it all from your partner. In fact, in every case I have seen of people repeatedly cheating on their partners, dating apps and social media were involved,” Plata said.

The Covid-19 pandemic worsened relationship problems. Many psychologists reported being overwhelmed as their clients seek help for love and marriage issues, The New York Times newspaper said.

“In psychotherapy we always say that if there is a problem, there is a solution. “However, for a solution to be effective, it is essential that the person actually wants to modify the negative aspect in their character,” Plata said.

“There are no quick treatments. You have to work on identity, self-esteem… it’s a very long path that involves exploring and reconfiguring the link between oneself and others. But yes, it is possible to get better and be better for others,” Barcenas said.