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effrontery (noun) shamelessly rude behavior.
A young person correcting an elderly person's behavior is effrontery; that is, they are rude in doing it, and are not ashamed of it. 'Harry had the effrontery to make complaints of dishonesty about highly respected members of the club.' This means that Harry was not only rude but was also not ashamed of his rudeness in making the complaint. It showed his lack of manners and his being unashamed of it. A person's effrontery is the result of their lack of manners.
- Anita did not like her mother being close with her colleague, Edwards. She had the effrontery to ask her mother if she had any affair with Edwards. The mother was shocked at the daughter's rude and unashamed manners.
- Jim who had been just introduced to Moses had the effrontery to call him by his first name and even ask him for a loan.