Face saving refers to maintaining a goo image, often in spite of adverse circumstances. It plays an important role in negotiation, in that one party may stick to its position in order to avoid looking bad. The success of the other side's negotiator, then, may depend on finding a way to get what they want without making their rival look bad. This can involve simply the avoidance of gloating or bragging, or granting a minor concession . "I" statements are sometimes used to help the other person save face since they simply make a statement about one's own feelings and wishes, rather than making a judgment about the other person.