the desire of a person to maintain his social image and reputation in the eyes of others, especially in situations where this image can be threatened. The concept of the face is closely related to cultural norms and expectations about how people should behave in different social contexts. Saving face may be more important in some cultures than in others. For example, in high-context cultures, such as China and Japan, face-saving is considered more important than in low-context cultures, such as the United States. In these cultures, there is more emphasis on group interests and harmony, and the loss of face by one person can affect the entire group.