Economists developed an instrument to measure brand embarrassment

It's laundry day and the only clean T-shirt sports the big logo of a brand that used to be trendy but is only embarrassing now. What can you do? Wait until the tumble dryer has finished and be too late for the date or just ...

Video: Why do feet stink?

Foot odor might make you cringe with embarrassment in the airport security line, but chemistry can help you beat stinky feet. In this week's Reactions video, we answer all your foot-focused questions and share some tips to ...

Putin oversees successful rocket launch (Update)

President Vladimir Putin on Tuesday oversaw the successful test-launch of Russia's newest heavy-class Angara rocket, a rare piece of good news in a week dominated by the economic crisis.

New app helps Icelanders avoid accidental incest

You meet someone, there's chemistry, and then come the introductory questions: What's your name? Come here often? Are you my cousin? In Iceland, a country with a population of 320,000 where most everyone is distantly related, ...

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Embarrassment

Embarrassment is an emotional state of intense discomfort with oneself, experienced upon having a socially unacceptable act or condition witnessed by or revealed to others. Usually some amount of loss of honour or dignity is involved, but how much and the type depends on the embarrassing situation. It is similar to shame, except that shame may be experienced for an act known only to oneself. Also, embarrassment usually carries the connotation of being caused by an act that is merely socially unacceptable, rather than morally wrong.

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