This is where someone avoids answering the question or discussing the topic by trying to embarrass you and try to get you to defend your position. If you have other people present, then they may try to discredit you and, therefore, your message in the other hearer's eyes. They do this by trying to attack you personally instead of dealing with the topic at hand. This tactic is known in Latin as an "ad hominem attack" ("to the man"). The other person appeals to emotions and not logic or truth. Another type of attack could be "gas lighting."