Culture, positive and negative face threats, and apology intentions

Abstract

This study investigated cultural differences in apology intentions moderated by the threatened face type and the relationship between interactants. With Chinese and U.S. undergraduate participants, this study revealed that (a) offending acts were more face-threatening toward a stranger than toward a friend; (b) apology intention was stronger for a stranger than for a friend; (c) for threatening negative face, Americans had stronger apology intentions than did Chinese, whereas for threatening positive face, Chinese had stronger apology intentions than did Americans; (d) situational variations in negative and positive face threats significantly related to apology intentions; and (e) Americans' apology intention, compared with Chinese, was more strongly related to amount of negative face threat in each act. © 2009 SAGE Publications.