A university study in which people will be placed in embarrassing situations to measure their reactions was announced yesterday.
As part of the three-year St Andrews University study, participants could be asked to carry out tasks such as sucking on a baby's milk bottle in front of their friends.
The aim is to find out whether levels of embarrassment change depending on who people are with.
Researchers will analyse whether fear of embarrassment could cause people to avoid contact with those from different groups and cultures.
Groups being studied include students of different universities, as well as people of different nationalities.
They could be asked to carry out a number of tasks in front of their peers, including singing their national anthem. They will carry out the tasks firstly in front of their own group, then in front of another.
Embarrassment levels will be compared by measuring a person's heart rate.
Dr Anja Eller, who is leading the study, said: "It is arguable that fear of embarrassment may be particularly important in leading people to avoid contact and hence intimacy with those from different groups and cultures.
"The practical importance of embarrassment is evident when its presence or absence has important implications on intercultural contact and friendships."
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