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The Relationship Between Self-Construals, Perceived Face Threats, and Facework During the Pursuit of Influence Goals

Abstract The purpose of our study was to understand how self-construals affect the intensity of perceived face threats and the subsequent deployment of coping strategies within compliance-seeking situations involving three different influence goals (giving advice, asking favors, or enforcing unfulfilled obligations). Five-hundred and seventy-six students from four different ethnic backgrounds (African American, Asian American, Latino, and European American) at six universities in the U.S.A. indicated their levels of independence and interdependence. Then they wrote what they would say to a same-sex friend in a hypothetical advice, favor, or obligation scenario, and whether they would persist in the face of initial resistance from their friend. They also evaluated the degree to which seeking compliance would threaten the target's negative face, the target's positive face, their own negative face, and their own positive face. Written messages were coded for how many reasons participants provided for seeking compliance. As levels of interdependence increased and independence decreased, participants perceived a larger total threat to both the target's face as well as one's own face when pursuing influence goals. Furthermore, people provided more reasons for compliance as well as persisted more after initial refusal as the level of independence increased. Implications for future research on culture, influence goals, and face are discussed.