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The aim of this chapter is to define and explore the group of emotions known as self-conscious emotions. The state of the knowledge on guilt, shame, pride, and embarrassment is reviewed, with particular attention paid to research on these four self-conscious emotions in work and organizational settings. Surprisingly little research on self-conscious emotions comes from researchers interested in occupational stress and well-being, yet these emotions are commonly experienced and may be a reaction to or even a source of stress. They may also impact behaviors and attitudes that affect stress and well-being. I conclude the review with a call for more research on these emotions as related to stress and well-being, offering some suggestions for areas of focus.

The paper aims to study how shame, guilt and fear experienced by failing employees determine their explanation of the failure.

Employees participated in two studies, one assessing actual personal examples of failures and another used imaginary vignettes. To manipulate the extent to which guilt or shame was the dominant emotion experienced by the failing employee, participants were asked to generate counterfactual thoughts typical of each of these feelings. Fear was manipulated by describing a threatening atmosphere in the organization. Measured was the likelihood that the employee took responsibility for what happened and provided a valid explanation. Likelihood of explaining the event by using excuses, justifications, concessions or denials was also measured.

Findings indicate guilt was associated with explanations that help the organization learn from the failure and assist employees in restoring their relationships with the organization and co‐workers. Heightened levels of fear, however, decreased this desirable effect of guilt. Shame had no unique contribution to an employee's choice of explanations.

The use of self‐reports and vignettes limits the ecological validity of the present findings. Nevertheless, it provides preliminary evidence for the importance of the factors under study.

These findings contribute to an understanding of the ways organizations can provide emotional settings conductive to constructive failure inquiries both for organizations and employees.

The role emotions play in explanation of failures is an understudied issue both in social psychology and organizational research. The present study opens an avenue for more studies in this direction.

This study aims to examine the effect of knowledge hiding (KH) on organizational citizenship behavior toward individuals (OCBI) through the mediation of self-conscious emotions (SCE), namely, shame and guilt. This paper further considers the supervisor’s Islamic work ethics (IWE) as a conditional variable.

In this quantity-based research, this paper collected data from 473 employees working in various service and manufacturing organizations through Google form at two-lags.

The study applied structural equation modeling and identified that employees experience SCE due to KH. More specifically, rationalized hiding was found to have a negative effect, whereas playing dumb and evasive hiding was found to have a positive effect on shame and guilt. The results also revealed SCE (shame and guilt) as mediators between KH and OCBI. Further, the supervisor’s IWE was found to be a conditional variable to strengthen the association between KH and SCE.

The study collected data from a single source. However, the issue of common method variance was tackled through time-lags.

The study suggests that supervisors must communicate with employees about the negative outcomes of KH. They must create such an environment that discourages the engagement of employees in KH and encourages the employees to engage themselves in helping behaviors to maintain a productive and creative work environment.

This study adds to the limited literature on the emotional consequences of KH from knowledge hiders’ perspective and unfolds the behavior-emotion-behavior sequence through the emotional pathway. More specifically, this study examined the negative emotional effect of hiding the knowledge that leads to compensatory strategy (organizational citizenship behavior) through SCE (shame and guilt). Finally, zooming into SCE, this study elucidates the supervisor’s IWE as a conditional variable.

The economic crisis that hit many Asian countries in 1997 has changed the face of Asian politics and business. It contributed to the downfall of many political leaders e.g. President Suharto of Indonesia and the collapse of many corporate giants. The collapse of the East‐Asian and South‐East Asian economies highlighted a crisis of political and corporate governance (International Monetary Fund staff report, 1998). Most of the literature on the crisis has prescribed greater accountability, openness, participation and transparency in political and corporate governance as the solution to the problems of political and corporate governance in Asian countries (International Monetary Fund Staff Report 1998; Economist, 1998). However as highlighted by Velayutham (1999a; b), the assumptions that underlie the dimensions of accountability are inconsistent with Asian values. It is argued that responsibility is discharged in Asian societies through different mechanisms, e.g., shame, purification and sacrifice, that is consistent with collective orientations within Asian societies. In this paper it is argued that Asian societies are facing a crisis of governance and responsibility, and this can be attributed to the lack of development of the moral emotion of guilt and the decline of shame in modern Asian societies. It is pointed out that while guilt was never an important feature of Asian societies, shame was the main moral emotion that contributed to good governance and responsible action in Asian societies. It is then argued that recent change in Asian societies such as the image of gossip in modern society, urbanization, residential mobility, cultural heterogeneity and the obsolescence of the concept of honor have contributed to the slow decline of the moral emotion of shame in Asian societies. The paper concludes with an appeal to the development of communitarianism and reintegration within Asian societies.

Researchers suggest that trust building may be challenging in the face of conflict. However, there is an emerging proposition that conflict is critical for trust. Using affective events and attribution theories as a framework, the purpose of this paper is to present a model of the mediating effects of positive emotional arousal and self‐conscious emotions in the relationship between conflict and trust.

Data were collected from 325 students enrolled in varied postgraduate programs in a large business school. The authors employed Preacher and Hayes's bootstrapping SPSS macros to test the direct and mediation effects of the connection between conflict, emotions and trust.

Results showed that task, relationship and process conflict were associated with differing aspects of positive emotional arousal (enthusiasm, excitement) and self‐conscious emotions (guilt and shame). Similarly, behavioural guilt was linked with trust while emotions mediated the link between conflict and trust.

The authors acknowledge that there are possible covariates (e.g. how long ago did the conflict occur?) with the variables used in the current study. Future research should include such covariates in the study of the relationship between conflict emotions and trust. Also, the data were largely cross‐sectional, drawn from a relatively small sample. In future, researchers should examine similar constructs with longitudinal data and in large organisational sample. In spite of the above limitations, the validity of the results presented in this paper is not compromised. The study extends self‐conscious emotions literature by demonstrating that guilt and shame have cognitive and behavioural properties and with differing connections with conflict and trust.

The paper's findings suggest that managers who want to engender trust in conflict situations should stimulate task conflict to arouse enthusiasm and excitement. These discrete emotions are critical for building integrity based trust. Alternatively, by managing reparative emotions of guilt effectively, managers may increase levels of perceived trust. Overall, the results suggest that focusing on the effect of conflict on trust without considering the positive emotional arousal and self‐conscious emotions could yield disappointing outcomes.

The study provides new insights into the influence of conflict on trust and the mediating role of emotions (e.g. guilt and shame) in the link between conflict and trust. The paper also offers a practical assistance to individuals interested in building trust, especially in the face of conflict.

In keeping with recent body image social trends, consumer demand for the adoption of plus-size models is increasing, although the use of thin models remains prevalent. The current study explores how consumers process information about fashion products displayed on different sizes of models in advertisements, focusing on model and consumer body sizes and both genders. As an underlying mechanism explaining how the relationship between model and consumer body sizes shapes consumer purchase intention, this study explores the role of guilt, shame and mental imagery.

The current study uses a text analytics technique to identify female consumers' general opinions of thin models in advertising. Employing a 3 (consumer body size: normal, overweight, obese) × 2 (model body size: thin, plus-size) × 2 (gender: male, female) between-subjects online experiment (n = 718), the main study comparatively analyzes the influences of plus-size and thin models on consumer responses.

The results reveal that, despite body positivity movements, thin models still generate negative emotions among female consumers. For obese female consumers, advertisements featuring plus-size models produce fewer negative emotions but not more mental imagery than advertisements featuring thin models. Conversely, for obese male consumers, advertisements featuring plus-size models generate more mental imagery but not more negative emotions than advertisements featuring thin models. The results also reveal that the relationship between consumer body size and guilt is moderated by perceived model size, which is also moderated by gender in generating mental imagery. While guilt plays a mediating role in enhancing mental imagery, resulting in purchase intention, shame does not take on this role.

This study is the first to present an integrated model that elucidates how consumers with varying body sizes respond to different sizes of models in advertising and how these responses impact purchase intentions.

Our findings only apply to contexts where consumers purchase fashion clothing in response to advertisements featuring thin versus plus-size models.

Exposing normal-size consumers to plus-size models generates less mental imagery, and thus, practitioners should seek to match the body sizes of the models featured in advertising to the body sizes of their target audience or ad campaigns that include both plus-size and thin models may help improve message persuasiveness in fashion advertising. Moreover, guilt-appeal advertising campaigns using thin models would appeal more to thin consumers of both genders than shame-appeal advertising.

This paper aims to determine how consumers may regulate their guilt through rumination and emotional support and how such regulation affects their consumption. Compelling research indicates that consumption may sometimes induce guilt. Social–psychological literature suggests that a potential way for consumers to regulate their consumption-related guilt is to seek emotional support.

Two studies, which measure (Study 1) and manipulate (Study 2) guilt, investigate how guilt and rumination affect emotional support and subsequent consumption.

The results show that guilt and rumination interact and prompt individuals to seek emotional support. The valence (positive or negative) of feedback they receive affects and interacts with their guilt to affect their intention to consume the guilt-inducing product again. Shame is shown to mediate the effect of post-feedback guilt on consumption intentions.

The results extend previous research on guilt by emphasizing emotional support seeking as a specific way of coping in response to guilt feelings and shame as an outcome of guilt. Moreover, the present research shows that guilt can affect behavioural intentions, an effect that surprisingly has not been previously identified in literature.

For brands and retailers providing guilt-inducing products, the results suggest that providing emotional support – for instance through reinsurance messages – may have positive effects on consumer emotions and intentions.

Using two different methods, the research findings offer deeper understanding of how guilt is related to cognitions such as rumination, to emotions such as shame and to behavioural intentions.

Accountability has frequently been presented as a rational practice that can and should be implemented in all governance structures including civil society, economic institutions and organizations. In accounting, it has been identified as a primary objective of financial reporting. This paper examines two emotional states, i.e. guilt and shame that are likely to influence accountability. The paper argues that (a) accountability through information disclosure is a cultural practice closely associated with the emotional state of guilt that is common in certain cultures, and (b) in cultures where the emotional state of shame is common, accountability is likely to be weak and, people are likely to be negatively inclined towards information disclosure. Studies in psychology have also shown that “typical” shame experiences were common in collectivistic, large power‐distance and high uncertainty avoidance cultures; while “typical” guilt experiences were more pronounced in individualistic, small power distance and low uncertainty avoidance cultures.

This study aims to try and understand under what cultural conditions entrepreneurship will thrive and prosper, whether under shame or guilt cultures.

The authors use basic game theory to model the conditions under which entrepreneurship will thrive. The authors anticipate that guilt cultures allow for the development of a rules-based culture that allows for the development of impersonal exchange, whereas shame cultures, which are relationship-oriented, focus on strong ties and hence lack the means to expand firms from small and medium family/clan-based businesses.

Empirical results are completed to see whether guilt-dominating cultures are more conducive to having larger firms and whether guilt-dominating cultures have less informality. The authors find support for the latter but lack the right data to test the former.

The authors use a new measure of culture to see how it impacts entrepreneurship.

The role and effects of basic emotions in organisations have been an important issue of researchers. In this chapter, the authors aimed to see how school principals conceptualise the emotion of shame and to reveal the role of shame and its effects on the behaviours of school principals’ work in schools through data obtained from six principals working in state schools in Turkey. Results showed that principals conceptualise the feeling of shame in terms of moral base in the formation of interpersonal relations in school organisations. The study also showed that shame experienced by school principals has restorative effects on school leaders’ behaviours. The authors claimed that this effect of shame on school principals could be affected by the collectivist nature of the Turkish culture.