Dr. Willer states, 'Embarrassment is one emotional signature of a person to whom you can entrust valuable resources. It's part of the social glue that fosters trust and cooperation in everyday life.'
Feinberg adds, 'Moderate levels of embarrassment are signs of virtue. Our data suggests embarrassment is a good thing, not something you should fight.'
The psychologists performed numerous experiments to prove their statement that embarrassment and trust go hand in hand.
The UC Berkeley article that discusses this research study states, 'Time and again, the results showed that embarrassment signals people's tendency to be pro-social.'
And Feinberg concludes, 'You want to affiliate with them more, you feel comfortable trusting them.'
The study's results were published in the online September 2011 issue of the Journal of Personality and Social Psychology, by the American Psychological Association.
Read more about this conclusion in the before-mentioned UC Berkeley News Center article: 'Easily embarrassed? Study finds people will trust you more.'