Easily embarrassed of others

I honestly don’t know how to put it in a different way. So basically, when something slightly embarrassing happens to someone I’m with I have this urge to quickly sis associate myself from the situation and run away. For example, walking with a friend and he falls down especially in a crowded place I wouldn’t want to be known that I am with him, instead of helping him get up I just want to detach myself from this “embarrassing” situation. In other words I don’t like to be associated with someone who gets into an embarrassing situation. What kind of trauma is this?? Ever since i was a child, i even judge the other person rather than help. I really can’t seem to understand why I feel the way I do and what does it stem from?