Twelve seven-point items measure the intensity of shame and embarrassment a person anticipates in response to described socially awkward or norm-violating scenarios. The scenarios span public mistakes, social faux pas, and situations of social exposure. Respondents rate how badly they would feel in each situation. The scale was developed for use in an Asian cultural context and emphasises situationally-triggered rather than dispositional shame.
Wirtz, J., & Kum, D. (2004). Consumers cheating on service guarantees. Journal of the Academy of Marketing Science, 32(2), 159–175.
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