NMR:

Chemical Shift: The frequency of the photon in ppm that corresponds to a specific energy required to induce a spin flip of a Hydrogen nucleus from one spin state to another (alpha or beta). The magnetic field applied to the nuclei of the hydrogen atoms allow the nuclei to align. At a specific frequency (noted by the peak at the chemical shift) the hydrogen nucleus, or nuclei accept a photon of specific frequency and energy (energy is quantized therefore there is a specific frequency at which these spin flips occur) and this induces a spin flip against the magnetic field. Alpha +1/2 spin is aligned with the magnetic field Beta -1/2 spin is not aligned with the magnetic field When the hydrogen nucleus is shielded then the spin flip energy is reduced as it does not feel as much strength. Why you ask? Well

The electrons around the proton create a magnetic field that opposes the applied field. Since this reduces the field experienced at the nucleus, the electrons are said to shield the proton. It can be useful to think of this in terms of vectors....

Found this online

SO! This is Due to the electrons which are oriented in a spin against the magnetic field that surround and shield the nucleus therefore the hydrogen nucleus can accept a lower frequency photon, has a lower chemical shift and therefore the spin flip is easier to induce This can occur when the hydrogen nucleus is neighboring An atom with a lower electronegativity value, therefore it doesnt hog electrons and the nucleus is more shielded Surrounded by more atoms which have lower EN values and therefore is surrounded by more electrons than if otherwise. These hydrogen nuclei chemical shifts should occur upfield, or at a lower chemical shift When the hydrogen nucleus is deshielded it is neighboring or attached to other atoms that the electron density is centered around. These atoms draw electrons away from the hydrogen nuclei and therefore their nuclei are subjected to feeling more the applied magnetic field. The energy or photon frequency required to induce a spin flip is higher and therefore the chemical shift is higher Here is this little handy chart so that you can compare what I am saying to the shift values

This can occur when: The hydrogen nuclei is neighboring more electronegative atoms The hydrogen nuclei is around (less than three spaces away) from a higher electronegative atom and therefore these hog the electrons The hydrogen nuclei is neighboring a double bonded atom in which the electron density is centered in the double bond rather than around the nuclei Or if we are comparing the hydrogen nuclei in question are attached to an atom that is within the chain versus terminal on the chain but has the same/ similar surrounding attachments such as this

***These chemical shifts of deshielded nuclei occur downfield or at a higher chemical shift value and therefore require more energy to induce spin flip.

Note: There are other situations in which the chemical shift is altered due to other aspects such as magnetic fields of other nuclei in the atom, and Hydrogen bonding.

If you are interested you should read here:

http://www.chem.ucalgary.ca/courses/351/Carey5th/Ch13/ch13-nmr-3.html