Consciousness of Social Face: the development and validation of a scale measuring desire to gain face versus fear of losing face.

This article describes the development and validation of a scale that measures two distinct needs for individuals to manage their social "face". Scale development process resulted in an 11-item Consciousness of Social Face (CSF) scale made up of the following two correlated dimensions: desire to gain face and fear of losing face. The two-factor correlated structure of CSF scale was stable across multiple samples of both students and non-students subjects. The construct validity of CSF scale, including convergent validity, discriminant validity, and criterion-related validity was also demonstrated by examining relationships with other personality or demographical variables.