What does this idiom mean: "to lose face"?

[Rusalka]

Test No. incompl/inter-61 "Losing It (1)", question 1

He's one of those people who can't bear being seen to be wrong in fact of losing ..........

(a) looks
(b) appearance
(c) face
(d) looking

Test No. incompl/inter-61 "Losing It (1)", answer 1

He's one of those people who can't bear being seen to be wrong in fact of losing face.

Correct answer: (c) face

Your answer was: incorrect
He's one of those people who can't bear being seen to be wrong in fact of losing appearance.
_________________________

Hi! What does it mean _loosing face_
Hello to everybody

[Alan]

Note the spelling LOSING. This means LOSING self respect.
_________________
English as a Second Language
You can read my ESL story Phrasal Verbs/look

[Juanfrausto]

sorry but we have really noted the spelling of the word LOSING, but the question remains the same: What does losing face means?
Thanks

[Skrej]

To 'lose face' means to suffer the loss of public respect, have your reputation damaged, to be humiliated, or suffer disgrace.
_________________
Plan to be spontaneous tomorrow.
***
Did you hear they arrested the Energizer Bunny on battery charges?
***