The role of strategies to preserve "face" in mono- and intercultural business interaction

On December 2 Ekaterina Vasilyeva (Research Assistant, Center for Sociocultural Research, Postgraduate Student, Visiting Lecturer, Department of Psychology, National Research University Higher School of Economics) took part in the "Culture matters" research seminar with the report "The role of strategies to preserve "face" in mono- and intercultural business interaction".

The study of business interaction in monocultural and intercultural contexts is one of the urgent research tasks. The report examined one of the aspects of business communication - the choice of a strategy to keep the "face". The aim of the study was to identify the role of strategies for maintaining "face" in intercultural and monocultural business interaction, as well as individual-personal predictors of the choice of these strategies. The results of the study (N = 380) showed both universal and context-based relationships between strategies for maintaining “face”, patterns of communicative behavior, and the effectiveness of business communication. In addition, the results showed that individual values ​​are predictors of the choice of the strategy of keeping “face”. The results obtained allow us to say that the context of business interaction (intercultural and monocultural), as well as individual values, influence the choice of a strategy for preserving the "face". The strategies of keeping the "face" motivate communicative behavior in a situation that threatens the "face", and also affect the implementation of the relational goals of interaction.