Shyness (also called diffidence) is the feeling of apprehension, lack of comfort, or awkwardness especially when a person is around other people. This commonly occurs in new situations or with unfamiliar people; a shy person may simply opt to avoid these situations. Although shyness can be a characteristic of people who have low self-esteem, the primary defining characteristic of shyness is a fear of what other people will think of a person's behavior. This fear of negative reactions such as being laughed at, humiliated or patronized, criticized or rejected can cause a shy person to retreat.