Why Watching Awkward Moments Feels Like Consuming Junk Food

Cringe content—videos of awkward or embarrassing moments—elicits a strong, almost addictive reaction comparable to junk-food consumption, according to clinical psychologist Stefan Hofmann. The feeling, known as secondhand embarrassment, stems from our awareness of social norms and the fear of being judged, a process described by neuroscientist Frieder Paulus, who notes heightened brain activity in arousal regions during such scenes.

Hofmann also points out that the discomfort reflects a deeper anxiety about exclusion from a group. Social psychologist Matthew Feinberg suggests that witnessing embarrassment signals prosocial intent, fostering trust and sympathy toward the embarrassed individual. While empathy drives much of the engagement, Hofmann acknowledges that some viewers experience schadenfreude, adding a complex layer to the appeal of cringe videos. These insights help explain the persistent popularity of cringe compilations across online platforms.