Intentional self‐embarrassment

Abstract

This research explored how and why people intentionally embarrass themselves and how observers react to these embarrassments. Self‐reports prom 566 students at the University of Hawai'i and non‐students indicated that, first, they do intentionally and strategically employ behaviors that cause themselves embarrassment to achieve a variety of goals. Second, self‐embarrassors’ goals affected their tactic choices. Third, embarrassors’ goals were associated with their successful achievement of these goals. Last, the tactics embarrassors used and the goals they attempted affected observers’ responses. Suggestions for modifying existing typologies of embarrassment situations/tactics and goals, as well as limitations and directions for future research are presented.