DIFFERENTIATING CHINESE PERSONAL SELF-ESTEEM AND FACE FEELING: DEPENDS ON WHAT?
 
Lo, I.C. and Weng, C.Y., National Chung Cheng University, Taiwan
 
Sociometer theory (Leary & Baumeister, 2000; Leary & Downs, 1995) claims self-esteem as a monitor of social acceptance and rejection. It mentions the importance of achieving social outcomes, pursuing high self-esteem is not the primary goal. Recent study (Leary, Cottrell, Phillips, 2001) demonstrates that being accepted as a member by others or groups is much more significant for state and trait self-esteem than regarded as dominant by others or group. This idea of social acceptance and self-esteem system is quite similar with Chinese other orientation (Yang, 1993). Chinese other orientation is characterized by constant worry about others' opinions, strong conformity with non-specific others, high regard for face and reputation. But in our factor analysis (Weng, Lee & Lo, 2002), Chinese other orientation or social acceptance shows negative correlation with self- esteem. To clarify this dispute, our experiments replicate Leary et. al's paradigm (2001) and use both face concern (Chou, 2001) and self-esteem as Chinese monitors for social outcomes. This replication adds autonomic choice as variable which does not considered in primary study. Our study shows when people choose to be accepted or regarded as dominant by others, social acceptance can influence their self-esteem and face concern much stronger than dominance effect. But, when people choose not or does not care about being accepted or regarded as dominant, there is no different effect between social acceptance and dominance on self-esteem, however, social acceptance has stronger influence than dominance on Chinese face concern.