Face Negotiation Theory

Independent self-construal refers to the great degree to which people regard themselves as an isolated entity, whereas people who are more interdependent self-construal tend to conceive themselves as an integral part in interpersonal relationship

Brown and Levinson further suggested that face can refer to two wants of the individual- the positive face that necessitates approval by others and the negative face that requires that one's actions or thoughts are unimpeded by others.

In an individualistic culture, the more self-face threatening the conflict, the more likely the individual will engage in an attack. In a collectivistic culture, where mutual-face concern is important, avoidance of conflict may prevail in order for the situation to be defused

face negotiators may orient towards self-face (one's own image), other face (the other conflict party's image) or mutual face (both parties' image and/or the image of the relationship).