Face Negotiation Theory

Individualism vs. Collectivism• These are:• Individualism – a cultural value that places emphasis onthe individual over the group.• Collectivism – a cultural value that places emphasis onthe group over the individual.• Cultures vary along this dimension, with…• USA as #1 in Individualism,• Some Asian and Central American countries as highlycollectivist.• (This may be confounded with issues of poverty.)