The Multiple Dimensions of Asian Face and Their Implications for Organizational Behavior and International Management

Abstract

‘Face’ is a sociological concept that refers to a positive self-image that one presents or is assumed to present to others in public. Although face is considered a universal phenomenon, there are substantial cultural differences in how it is conceptualized and operationalized between collectivistic Asia and the individualistic West. Asian face is more complex and dynamic than Western face because of its multi-dimensional nature. Asians are also far more obsessed with face than Westerners are in general. I propose that the multiple dimensions of Asian face such as power/favor/relations, mask/image and moral/honor are responsible for Asian facism. I also examined how the multiple dimensions of Asian face would affect organizational behavior and international management.