I think the majority of people want to be liked by some other people at least some of the time, but if you've grown up with normal parents, that desire is subconscious because you naturally expect to be liked by some people some of the time. For those who didn't grow up with normal parents, where being 'liked' was something you had to earn through behaving in a certain way, it's different because we've been trained to believe that we can't be liked just for ourselves, but only for what we do. I use the term liked loosely here, as I'm not sure I could describe what I got from my parents as actual 'liking.' I don't think either of them did/do like me very much. There were rewards for behaving in a certain way, but it was always clear that the rewards could be withdrawn at any time and for any reason. And because it could be withdrawn at any time, we're left with trust issues, because if people do show they like us, we're constantly waiting for it to be withdrawn, and sometimes even will behave in ways that make them stop liking us in order to make this familiar pattern play out. But this can be changed, with time and conscious effort, so that we're less afraid of rejection and it's not such a big deal. It stings for a bit and then you move on. That's the healthy way. Accept it will sting a bit sometimes, but that's ok, you can handle it. It's impossible to avoid rejection. It's part of life.
I watched something the other day where it was said that the thing you need to understand about narcissists is that they perceive themselves as victims. They don't view their behaviour as cruel or manipulative. They genuinely believe that other people are deliberately working to ruin things for them, leaving them no choice but to behave badly, which is why they're so fond of saying 'look what you made me do.'