Thus participants wants are of more importance than the interaction itself in face saving view of politeness. In fact, researchers Brown and Levinson posit that face is something that "is emotionally invested, and can be lost, maintained, or enhanced, and must be constantly attended to in interaction".[10] Levinson and Brown did not, however, address culture specific norms, which is why Ting-Toomey decided to do so in this theory.[11]