Saving face is crucial in Japanese society. The Japanese believe that turning down someone's request causes embarrassment and loss of face to the other person. If the request cannot be agreed to, they will say, 'it's inconvenient' or 'it's under consideration'. Face is a mark of personal dignity and means having high status with one's peers. The Japanese will try never to do anything to cause loss of face. Therefore, they do not openly criticize, insult, or put anyone on-the-spot. Face can be lost, taken away, or earned through praise and thanks.