https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3624960/
Role of right pregenual anterior cingulate cortex in self-conscious emotional reactivity
Self-conscious emotions such as embarrassment, shame, guilt and pride are social emotions in which the self stands at the forefront of awareness. Our use of the term ‘self’ in this context refers to one’s physical being, as well as the thoughts and feelings that constitute the subjective sense of that being (James, 1890). These emotions serve important interpersonal functions (Miller and Leary, 1992; Tangney, 1999; Lewis, 2000). Embarrassment, for example, typically arises when heightened attention is paid to the self after violation of a social rule (Keltner, 1995). Not only is embarrassment associated with autonomic nervous system responding including increases in heart rate, blood pressure, sweating (Keltner, 1995; Harris, 2001; Gerlach et al., 2003) and peripheral vasodilation (producing characteristic facial blushing), but it also has a characteristic behavioral display (e.g. smile control, gaze aversion and face touching; Shearn et al., 1990; Keltner, 1995). The physiological and behavioral changes that occur in embarrassment signal to others that one regrets the offending action (Miller, 2007) and may help motivate actions (e.g. apologizing) that redress social transgressions.
[OFC] may be important for the regulation, and not generation, of self-conscious emotion (Beer et al., 2003)
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