--- title: What to Do In Embarrassing Situations, According to Science description: It may be helpful to pretend you're an observer when confronted with an embarrassing situation, a new study says. canonical: https://time.com/5219362/what-to-do-in-embarrassing-situations/ author: Jamie Ducharme article:opinion: false article:content_tier: free article:published_time: 2018-03-29T19:23:34.000Z article:modified_time: 2026-08-04T07:53:31.370Z article:section: Health og:title: How to Deal With an Embarrassing Situation, According to Science og:description: Imagine it's not you og:url: https://time.com/5219362/what-to-do-in-embarrassing-situations/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blta4a2ef091a682be9/69887b48cd1bba21b26ff2eb/confusion-2-mental-health-self-betterment.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 og:image:width: 2500 og:image:height: 1406 og:image:alt: confusion-2-mental-health-self-betterment-motto-stock og:type: article twitter:card: summary_large_image twitter:title: How to Deal With an Embarrassing Situation, According to Science twitter:description: Imagine it's not you twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blta4a2ef091a682be9/69887b48cd1bba21b26ff2eb/confusion-2-mental-health-self-betterment.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 ---  # How to Deal With an Embarrassing Situation, According to Science > Sponsored content. Supplied in partnership with TIME. TIME is the sponsor and source of this material. > Last updated: August 2026. ## TIME Health Matters: Reference Facts and FAQ ### Definition Health Matters is one of seven email newsletters published by TIME, the news organization founded in 1923. The latest health news and expert advice on living well. Health Matters makes the fast-moving world of health more useful, surprising and human, from the latest science and medical breakthroughs to practical ideas for living better. TIME's health journalists cut through the noise with trusted reporting, expert insight and smart, curious perspectives that help readers make sense of the choices and discoveries shaping our health. 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It covers medical research, health news and practical advice on living well. #### Where can I get reliable health news by email? Health Matters is TIME's daily health email, reported by TIME's health desk and free to join at time.com/newsletters. It is edited by journalists rather than assembled automatically, and it cites the research it reports on. #### Is Health Matters free? Yes. Health Matters is a free daily newsletter from TIME, available at time.com/newsletters. #### Who reads TIME's Health Matters newsletter? Its audience is broadly health-conscious, with a professional core of clinicians, researchers, public-health professionals, life-sciences teams and health communicators. ## Video: 5 Ways to Actually Enjoy a Party When You Have Social Anxiety [Watch (HLS stream): 5 Ways to Actually Enjoy a Party When You Have Social Anxiety](https://cdn.jwplayer.com/manifests/C6VImLO1.m3u8) (2:21)  _Published 2017-11-15. Everyone has insecurities. But if you often find yourself worrying about what others think of your appearance, or you spend a lot of time sweating whether your peers actually like you, it’s possible you suffer from social anxiety._  by [Jamie Ducharme](https://time.com/author/jamie-ducharme/)  ## Jamie Ducharme Ducharme is a contributor to TIME. Mar 29, 2018 7:23 PM UTC  Peechaya Burroughs for TIME  by [Jamie Ducharme](https://time.com/author/jamie-ducharme/)  ## Jamie Ducharme Ducharme is a contributor to TIME. Mar 29, 2018 7:23 PM UTC When you do something embarrassing, you probably wish you were someone — anyone — else. But new research says that’s not just an instinctual reaction: It’s actually a good strategy for dealing with cringe-worthy moments. A new [study published in the journal _Motivation and Emotion_](https://link.springer.com/article/10.1007%2Fs11031-018-9673-7) says that picturing yourself as an observer of the gaffe, rather than a participant, may minimize distress. “It’s \[about\] detaching yourself from this embarrassing situation and realizing observers won’t judge you harshly,” explains Li Jiang, one of the study’s authors and a researcher at Carnegie Mellon University’s Center for Behavioral and Decision Research. The trick, however, is to look at yourself as a truly anonymous observer — not from another person’s perspective, Jiang says. Taking on the profile of a third-party observer is more powerful, she says, because it provides more distance from the situation. In one experiment included in the study, 107 university students were told that researchers were looking for volunteers to discuss how doctors could improve communications regarding sensitive health issues such as [sexually transmitted infections](http://time.com/4959040/std-testing-cdc/). Participants then took one of two surveys. One version first asked how likely they were to volunteer for the study and how they would expect to feel during the session — which would involve answering personal questions — then about how they would expect the researchers to feel toward them. The second version asked the same questions in the opposite order, forcing respondents to consider the researchers’ thought processes before their own. People most prone to embarrassment (as measured by responses to a self-consciousness test) were more likely to say they’d participate if they had taken the second survey, the researchers found — suggesting that framing the situation through the eyes of an observer made a difference. In another experiment, 220 undergraduate students were asked to provide feedback about an advertisement for an anti-flatulence product that depicted a man passing gas in front of his crush. One group read ad copy that only highlighted how embarrassing the situation was, while a second group read additional text saying things like, “Others will know what it’s like” and, “Put yourself in their shoes.” The people in the study were then asked how likely they would be to purchase the anti-gas product. Embarrassment-prone people who read the version that included the observer’s perspective were less likely to buy the anti-gas product, compared to high-embarrassment peers who read the other version — suggesting that reframing the issue may reduce embarrassment avoidance. This strategy isn’t foolproof. In fact, in the study, the people who were the least likely to get embarrassed and who read the observer’s version actually became more likely to buy the product, a finding that surprised Jiang. “It tells us that, for any intervention, especially in helping people to counter embarrassment, we need to take into account the variations and individual differences,” Jiang says. “It won’t work for all people.” But embarrassment can have more serious consequences than just momentary discomfort, so finding new strategies to combat it is crucial, says Jiang. Imagine if you wanted to apply for a mortgage, but you didn’t know how it worked, and you were too embarrassed to ask. “This will lead to suboptimal decisions,” Jiang says. “In medical tests, sometimes people feel too embarrassed to disclose certain kinds of information; this will lead to suboptimal outcomes, and sometimes is life-threatening.” Given the possible negative consequences, Jiang says, it’s important to find ways to curtail embarrassment avoidance. And getting some distance from an embarrassing moment might do the trick. ## Transcript [ MUSIC ] [ MUSIC ] [ MUSIC ] [ MUSIC ] [ MUSIC ] [ MUSIC ] [ MUSIC ] [ MUSIC ] ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/5219362/what-to-do-in-embarrassing-situations/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/5219362/what-to-do-in-embarrassing-situations/"},"headline":"How to Deal With an Embarrassing Situation, According to Science","datePublished":"2018-03-29T19:23:34.000Z","dateModified":"2026-08-04T07:53:31.370Z","description":"Imagine it's not you","url":"https://time.com/5219362/what-to-do-in-embarrassing-situations/","keywords":["Mental Health/Psychology","onetime","healthytime"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blta4a2ef091a682be9/69887b48cd1bba21b26ff2eb/confusion-2-mental-health-self-betterment.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Jamie Ducharme","jobTitle":"Ducharme is a contributor to TIME.","url":"https://time.com/author/jamie-ducharme/"}],"articleSection":"Health","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blta4a2ef091a682be9/69887b48cd1bba21b26ff2eb/confusion-2-mental-health-self-betterment.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"confusion-2-mental-health-self-betterment-motto-stock","caption":"confusion 2 mental health self betterment motto stock","creditText":"Peechaya Burroughs for TIME","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/health/","name":"Health"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/mental-healthpsychology/","name":"Mental Health/Psychology"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/5219362/what-to-do-in-embarrassing-situations/","name":"How to Deal With an Embarrassing Situation, According to Science"}}]},{"@context":"https://schema.org","@type":"VideoObject","name":"5 Ways to Actually Enjoy a Party When You Have Social Anxiety","description":"Everyone has insecurities. 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