These words express an uncomfortable feeling due to loss of self-esteem.
Shame is the strongest, implying a sense of guilt or of disgrace, usually due to acting in a dishonorable way. Ex – The terrorist attack was a matter of shame for the security personnel.
Mortify is somewhat milder suggesting humiliation from an unpleasant situation. Ex – The coach was mortified due to his team’s poor performance.
Embarrass means to make uncomfortably self-conscious. Ex – His rude behavior embarrassed his colleague.
Abash is to shake up or confuse due to a sudden sense of inferiority similar to what the boy experienced in the video. Ex – New to the film industry, he felt abashed when the reporters chased him as he walked out of the hall.