Abstract: The difference in notions of face and degree of concern about face between Chinese and the United States tends to bring difficulties and blocks to business negotiations. Based on relative theories of notions of face, this paper analyzes the differences in notions of face between China and America and its impact on business negotiations. The difference in notions of face are as follows: firstly, Chinese negotiators are more concerned with collective face while American negotiators pay more attention to individual face. Secondly, Chinese negotiators care about positive face while American negotiators care about negative face. Thirdly, Chinese negotiators often relate face to status, while Americans value equality and everyone has the right to protect his face. The influence of notions of face on negotiation is reflected in three aspects: negotiating style, negotiating strategies and business etiquette. At last, the author gives some suggestions for both Chinese and American negotiators respectively, hoping to help to promote the smooth progress of business negotiations between China and America.

Key words: notions of face;international business negotiation; cultural difference

CONTENTS

Abstract

摘要

1. Introduction.1

2. Literature Review1

 2.1 Researches on Face in China

 2.2 Researches on Face in the United States

3. Differences in Notions of Face Between China and U.S3

 3.1 Individualism vs.Collectivism

  3.1.1 American Individualism

  3.1.2 Chinese Collectivism 

 3.2 Negative Face vs. Positive Face

  3.2.1 American Negative Face 

  3.2.2 Chinese Positive Face 

 3.3 Egalitarianism vs. Hierarchism

  3.3.1 American Egalitarianism

  3.3.2 Chinese Hierarchism

4. Influence on Business Negotiations6

 4.1 Influence on Negotiating Styles

 4.2 Influence on Negotiating Strategies

4.3 Influence on Business Etiquette

5. Suggestions for Business Negotiations.75.1 Suggestions for Chinese Negotiators

  5.1.1 Focusing Less on Face But More on Business

  5.1.2 Creating a Light and Easy Atmosphere.

  5.1.3 Increasing the Efficiency of Negotiation.

  5.1.4 Being Straightforward  

 5.2 Suggestions for American Negotiators

  5.2.1 Avoiding Head-on Criticisms on Chinese Negotiators

  5.2.2 Giving the Other Side face While Showing off Oneself.

  5.2.3 Applying Proper Strategies of Refusing the Other Side. 

6. Conclusion.9

Bibliography.11

Acknowledgments12