“…The fact that face-threat is best construed as a matter of situational context (section 3.1) highlights the importance of a few other situational factors, starting with participant gender. The nexus of im/politeness and gender has been primarily studied by sociolinguists (for a recent overview, see Chalupnik et al, 2017; for a recent experimental study using ERP s, see Jiang & Zhou 2015: 257-259), who found that women tend to use more indirect strategies overall, one explanation for which is that they tend to construe the same acts as more face-threatening than men do.14 The fact that samples were not balanced for gender in any of the previous experiments (women outnumbered men by as much as 4.5 to 1 in Bonnefon et al, 2009;Feeney & Bonnefon, 2012;Holtgraves, 2014;Holtgraves & Perdew, 2016; men outnumbered women in Mazzarella et al, 2018) could be yielding a somewhat biased picture in this regard. To alleviate this concern, a gender-balanced sample was used in the study reported below.…”