Consciousness of Social Face: The Development and Validation of a Scale Measuring Desire to Gain Face Versus Fear of Losing Face

ABSTRACT This article describes the development and validation of a scale that measures two distinct needs for individuals to manage their social “face”. Scale development process resulted in an 11-item Consciousness of Social Face (CSF) scale made up of the following two correlated dimensions: desire to gain face and fear of losing face. The two-factor correlated structure of CSF scale was stable across multiple samples of both students and non-students subjects. The construct validity of CSF scale, including convergent validity, discriminant validity, and criterion-related validity was also demonstrated by examining relationships with other personality or demographical variables.

[1]  C. R. Snyder,et al.  Dimensions of favorable self-presentation. , 1986 .

[2]  Francis L. K. Hsu,et al.  Americans and Chinese : passage to differences , 1981 .

[3]  S. Gangestad,et al.  On the nature of self-monitoring: matters of assessment, matters of validity. , 1986, Journal of personality and social psychology.

[4]  E. Goffman.  On face-work; an analysis of ritual elements in social interaction. , 1955, Psychiatry.

[5]  J. Millham.  Two components of need for approval score and their relationship to cheating following success and failure , 1974 .

[6]  A. Hwang,et al.  The Relationship Between Individualism-Collectivism, Face, And Feedback And Learning Processes In Hong Kong, Singapore, And The United States , 2003 .

[7]  E. Kelloway.  Using LISREL for Structural Equation Modeling: A Researcher′s Guide , 1998 .

[8]  M. Scheier,et al.  Public and private self-consciousness: Assessment and theory. , 1975 .

[9]  J Crocker,et al.  Downward comparison, prejudice, and evaluations of others: effects of self-esteem and threat. , 1987, Journal of personality and social psychology.

[10]  John A. Johnson,et al.  The international personality item pool and the future of public-domain personality measures ☆ , 2006 .

[11]  Gilbert A. Churchill.  A Paradigm for Developing Better Measures of Marketing Constructs , 1979 .

[12]  R. Brislin.  Back-Translation for Cross-Cultural Research , 1970 .

[13]  L. Cronbach,et al.  Construct validity in psychological tests. , 1955, Psychological bulletin.

[14]  E. Tanke,et al.  Behavior and attitude: Some people are more consistent than others. , 1976 .

[15]  R. G. Turner,et al.  Correlates of self-consciousness. , 1978, Journal of personality assessment.

[16]  B. Buunk,et al.  Individual differences in social comparison: development of a scale of social comparison orientation. , 1999, Journal of personality and social psychology.

[17]  M. Bolino,et al.  Achieving desired images while avoiding undesired images: exploring the role of self-monitoring in impression management. , 2001, The Journal of applied psychology.

[18]  Downward Comparison in Infertile Couples , 1992 .

[19]  Annamma Joy,et al.  Gift Giving in Hong Kong and the Continuum of Social Ties , 2001 .

[20]  J. H. Steiger.  Structural Model Evaluation and Modification: An Interval Estimation Approach. , 1990, Multivariate behavioral research.

[21]  Stella Ting-Toomey,et al.  Facework competence in intercultural conflict: an updated face-negotiation theory , 1998 .

[22]  R. MacCallum,et al.  THE APPLICATION OF EXPLORATORY FACTOR ANALYSIS IN APPLIED PSYCHOLOGY: A CRITICAL REVIEW AND ANALYSIS , 1986 .

[23]  Joo-yup Kim,et al.  The Concept and Dynamics of Face: Implications for Organizational Behavior in Asia , 1998 .

[24]  H. Hu.  THE CHINESE CONCEPTS OF “FACE” , 1944 .

[25]  W. Cupach,et al.  Characteristics and Consequences of Interpersonal Complaints Associated with Perceived Face Threat , 2002 .

[26]  J. Hutchings,et al.  [My country and my people]. , 1965, L' Infirmiere canadienne.

[27]  Karl G. Jöreskog,et al.  Lisrel 8: User's Reference Guide , 1997 .

[28]  James C. Anderson,et al.  STRUCTURAL EQUATION MODELING IN PRACTICE: A REVIEW AND RECOMMENDED TWO-STEP APPROACH , 1988 .

[29]  R. Harvey,et al.  Confirmatory factor analysis of the Job Diagnostic Survey: Good news and bad news. , 1985 .

[30]  E. Goffman.  The Presentation of Self in Everyday Life , 1959 .

[31]  Robin M. Kowalski,et al.  Impression management: A literature review and two-component model. , 1990 .

[32]  Timothy R. Hinkin,et al.  A Brief Tutorial on the Development of Measures for Use in Survey Questionnaires , 1998 .

[33]  K. Hwang,et al.  Moral face and social face: Contingent self‐esteem in Confucian society , 2006 .

[34]  S. Erkut.  Exploring sex differences in expectancy, attribution, and academic achievement , 1983 .

[35]  J. H. Steiger.  Tests for comparing elements of a correlation matrix. , 1980 .

[36]  Xiao-Li Meng,et al.  Comparing correlated correlation coefficients , 1992 .

[37]  K. Zhou,et al.  Face consciousness and risk aversion: Do they affect consumer decision‐making? , 2003 .

[38]  R. McCrae,et al.  An introduction to the five-factor model and its applications. , 1992, Journal of personality.

[39]  Erving Goffman,et al.  Embarrassment and Social Organization , 1956, American Journal of Sociology.

[40]  D. Ho.  On the Concept of Face , 1976, American Journal of Sociology.