A new study by researchers at Northwestern University’s Kellogg School of Management looks at what items will reduce or exacerbate embarrassment when buying sensitive items (think anti-gas pills) at drugstores. Researchers found that some additional items may help shoppers feel more secure while others will just make the embarrassment worse. We talk to the study’s author Sean Blair for specifics on how it might be applied in the retail environment. Photo: Flickr/bcostin