Cross-cultural testing of face threats to predict apology and thanks intentions

Abstract

We examined whether Koreans intended to make an apology and North Americans intended to express thanks in a message asking for a favor. Because one reason for apologizing or thanking is to lessen the face threat occurred by favor asking, four face threats were empirically measured to predict participants' intentions. Participants were 104 North American and 90 Korean college students who took the role of an email sender making a favor request and selected from options for apologizing or thanking the receiver to lessen the four types of face threat. Results showed that North Americans intended to express thanks, and both North Americans and Koreans intended to make an apology when asking a favor; further, for Koreans, a speaker's positive face threat triggered intention to make an apology and, for North Americans, a receiver's negative face threat triggered an intention to express thanks. Implications and future research directions are discussed.