According to a new research, people who are embarrassed frequently prefer products that help them "save face" in such situations.
Researchers have found that people who feel embarrassed frequently most often opt for products that help them "save face." They alleviate embarrassing situations by using these so-called 'restorative' products
"Previous research on embarrassment mainly documents that embarrassed individuals are motivated to avoid public exposure," explains Ping Dong, a doctoral student at the University of Toronto and lead author of the new research in a press statement. "However, little work has been done to examine how they could cope with embarrassment."
For the study, a series of experiments were conducted. In the first experiment, participants were divided into two groups. The first group was asked to narrate an embarrassing situation from their past while the second group was asked to describe a typical day. After the narrations, the participants were asked to choose and rate a series of sunglasses.
Researchers noticed that participants from the first group were more likely to choose large, darkly-tinted sunglasses that covered up their face.
After a second experiment where participants were asked to choose from a series of products, most embarrassed participants chose creams and products that concealed their faces compared to other participants who chose scarves or shoes.
Additionally, researchers found that embarrassed people who actually used 'restorative' products reported a lower embarrassment rating after using the product.
"Although embarrassment leads people both to hide their face and to restore their face, only by restoring their face can their embarrassment be decreased, as evidenced in their greater desire to participate in social activities," Dong explains. "It is interesting to speculate that people who wear cosmetics on a daily basis may be more tolerant of potentially embarrassing behavior."
Researchers of the study said that while the concept of "hiding one's face" is widespread, the concepts of "saving face" and "losing face" is more prevalent in Asian countries as compared to Western ones.