Identity implications of influence goals: A cross‐cultural comparison of interaction goals and facework

Wilson, Aleman, and Leatham (1998) recently examined how compliance‐gaining situations defined by different influence goals can bring about multiple and varied face threats. The current paper extends their work by examining how people from Japanese and U.S. cultures simultaneously manage influence and face goals in two types of compliance‐gaining situations (requesting assistance and enforcing obligations) involving two types of relationships (same‐sex friends and same‐sex acquaintances). We explore how message sources give reasons, express approval, and exert pressure as ways of managing both parties’ face in such situations. We also explore individualism‐collectivism and in‐group/out‐group membership as possible sources of difference in goals and messages. Results are consistent with the view that individuals from Japan and the U.S. associate similar potential threats to face with specific influence goals, and alter messages in similar fashion in light of these face threats. Implications for future research on culture, compliance gaining, and face are discussed.