The Concept of Face
.Face is an intangible quality that reflects a person's reputation, dignity, and prestige.
.You may lose face, save face, or give face to another person.
.Companies as well as individuals have face and this is often the rationale behind business transactions.
.You give someone face by complimenting them, showing them respect, or doing anything that increases their self-esteem.
.Such actions must be done with the utmost sincerity. Doing them in a patronizing manner causes both parties to lose face.
.Humiliating people by publicly reprimanding them, insulting them publicly, or contradicting them in front of someone else causes them to lose face.