the social, emotional and psychological dimension of consumption and has an impact on consumers’ perception of their self and purchase decisions. Purchase and consumption of brands (but also other activities, like choosing a specific university), in Chinese culture, are profoundly affected by and different brands can be more or less apt to enhance or maintain , while others can cause a loss of face. Politeness theory Penelope Brown and Stephen C. Levinson (1987) expanded Goffman's theory of face in their politeness theory, which differentiated between positive and negative face (p.61). Positive face is "the positive consistent self-image or 'personality' (crucially including the desire that this self-image be appreciated and approved of) claimed by interactants" Negative face is "the basic claim to territories, personal preserves, rights to non-distraction—i.e., to freedom of action and freedom from imposition" In human interactions, people are often forced to threaten either an addressee's positive and/or negative face, and so there are various politeness strategies to mitigate those face-threatening acts. Communication theory Tae-Seop Lim and John Waite Bowers (1991) claim that face is the public image that a person claims for himself. Within this claim there are three dimensions. "Autonomy face" describes a desire to appear independent, in control, and responsible. "Fellowship face" describes a desire to seem cooperative, accepted, and loved. "Competence face" describes a desire to appear intelligent, accomplished, and capable. Oetzel et al. (2000) defined "facework" as "the communicative strategies one uses to enact self-face and to uphold, support, or challenge another person's face". In terms of interpersonal communication, Facework refers to an individual's identity in a social world and how that identity is created, reinforced, diminished, and maintained in communicative interactions. Facework Facework represents the transition from the real self of the individual to the image he or she represents to society for the communicative or leadership purposes. This concept is all about presentation of the dignified image which soon will become as an authority for other individuals. Facework is a skill of constantly maintaining the face in order to deserve the respect and honor from it. For instance, Individualistic cultures like United States, Canada, and Germany are standing for the position of protecting the self-face of the individual while collectivist cultures such as China, South Korea, and Japan support the idea of maintaining the other-face for self-dignity and self-respect There are also exist other facework strategies not always basing on the culture