Abstract
This study investigated individual and cultural differences in preferences for direct communication style. Individualism and face needs were examined for variations across individuals and cultures. Multilevel analyses were conducted on data (N=929) collected in 17 countries. The results showed that individual variations were larger than cultural variations in preferences for direct communication style. Individuals’ self negative face need and other positive face need were positively related to preferences for direct communication style. Each national culture's individualism index score was not directly related to preferences for direct communication style, but instead moderated the relationship between other positive face need and preference for direct communication style. These and other findings and the implications thereof are discussed.
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