Everyone gets embarrassed occasionally, but not everyone reacts in the same way. Some people have a deep-rooted fear of embarrassment, and seek to avoid it as much as possible. You can't go your whole life without ever embarrassing yourself, though, unless you remove yourself from human company entirely. So if you are prone to feeling embarrassed and self-conscious, you have to learn to deal with it effectively. A new study spotted by Big Think suggests that a relatively easy trick can help minimize embarrassment. You just have to get outside of yourself.

The research, conducted by researchers at Carnegie Mellon University and UCLA and published in Motivation and Emotion, looked at the problem through a business-school lens—in other words, for people who are really worried about public embarrassment, that fear might affect what they buy. They might hesitate to buy something because they don't want to ask questions about it or don't want to be seen buying it, or they might buy even more of it to avoid embarrassment in the future (say, if it's Beano).

The research was aimed at people who are high in what psychologists call "public self-consciousness." These individuals are ultra-aware of how they appear to others, and are often very concerned with how people see them, so they try to avoid potential embarrassment as much as possible. They “tend to perceive themselves to be in the social ‘spotlight' and focus too much on the situation,” the study's authors write.

In three different tests, the researchers introduced embarrassing situations to UCLA students. First, they had students read a Beano ad involving a yoga student who lets out an accidental fart ("guaranteed to linger forever," as the copywriter put it), then answer questions about how much they identified with the farter in the situation and how they felt. They found that participants who were high in public self-consciousness tended to imagine themselves as the farter in the situation while reading the ad, rather than seeing themselves as an observer, and felt more embarrassed reading it than other participants.

In a subsequent test, the researchers asked students to read an ad about a study in which volunteers would be asked personal questions about sensitive issues like genital herpes. They then answered questions about how likely they would be to volunteer, how they would expect to feel during that type of interview, and how they expected the study administrators would react to them during that interview. They found that self-conscious people were more likely to say they would volunteer if they were asked first about how the people administrating the study would likely react to volunteers, forcing them to consider the outsider's perspective before they were asked if they would take part.

In the third test, the researchers recruited students to again consider embarrassing farts. Two ads for gas-prevention products each showed the same image of four people sitting on a couch together, with one guy sitting alone on one end and three women sitting on the other end. One ad read, "Rip. Accidentally passing gas in front of a crush is one of the most embarrassing experiences. Guaranteed to linger forever." Another added an extra twist: "Others will know what it's like. Put yourself in their shoes … would you giggle? Would you be horrified? Would you stare?"

Participants who read the first ad were more likely to say they would buy the gas-preventing product to keep them from experiencing the embarrassment of a public fart. If they read the second ad, they reported less interest in buying it.

In any social situation, it's probably a good idea to imagine that you are not the center of everyone's attention. For people who are prone to self-consciousness, that kind of thought pattern can be even more helpful than for most. While it's easy to default to thinking of yourself as the star of the movie of your life, it might be better to imagine what it's like to be part of the audience—one that's really, really rooting for you, farts and all.

[h/t Big Think]