Flustered and faithful: embarrassment as a signal of prosociality

Although individuals experience embarrassment as an unpleasant, negative emotion, the authors argue that expressions of embarrassment serve vital social functions, signaling the embarrassed individual's prosociality and fostering trust. Extending past research on embarrassment as a nonverbal apology and appeasement gesture, the authors demonstrate that observers recognize the expression of embarrassment as a signal of prosociality and commitment to social relationships. In turn, observers respond with affiliative behaviors toward the signaler, including greater trust and desire to affiliate with the embarrassed individual. Five studies tested these hypotheses and ruled out alternative explanations. Study 1 demonstrated that individuals who are more embarrassable also reported greater prosociality and behaved more generously than their less embarrassable counterparts. Results of Studies 2-5 revealed that observers rated embarrassed targets as being more prosocial and less antisocial relative to targets who displayed either a different emotion or no emotion. In addition, observers were more willing to give resources and express a desire to affiliate with these targets, and these effects were mediated by perceptions of the targets as prosocial.