Another dimension of conflict strategies is that of face orientation. Face-detracting or face-attacking strategies involve treating the other person as incompetent or untrustworthy, as unable or bad. Such attacks can vary from mildly embarrassing to severely damaging to the other person's ego or reputation.
Face-enhancing techniques, in contrast, help the other person maintain a positive image – an image as competent and trustworthy, able and good. There's some evidence to show that even when, say, you get what you want in a bargaining situation, it is wise to help the other person retain positive face. This makes it less likely that future conflicts will arise.
Not surprisingly, people are more likely to make a greater effort to support their opponent's "face" if they like the opponent than if they don't.
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