ABSTRACT
A fundamental aspect of human activity is that we interact in a given social context for a variety of symbolic, utilitarian, and pragmatic purposes (Etzioni, 1968). Critical in this context of interaction is the way that we present ourselves and how others judge our actions and self-worth. Self-worth and impression conveyed are at the heart of the concept of face. Face refers to a universal aspect of interaction concerning how we present ourselves to others as well as how they perceive us. Within an organizational context, face regulates social exchange and individual action, and it varies systematically according to individual differences as well as societal value orientations (Redding & Ng, 1982; Ting-Toomey & Cocroft, 1994).
