Shame has been found to promote both approach and withdrawal behaviours. Shame theories have not been able to explain how shame can promote such contrasting behaviours. In the present article, the authors provide an explanation for this. Shame was hypothesised to activate approach behaviours to restore the threatened self, and in situations when this is not possible or too risky, to activate withdrawal behaviours to protect the self from further damage. Five studies with different shame inductions and different dependent measures (...) confirmed our predictions. We therefore showed that different behavioural responses to shame can be understood in terms of restore and protect motives. Implications for theory and behavioural research on shame are discussed. (shrink)

Corporate social responsibility research has focused often on the business returns of corporate social initiatives but less on their possible social returns. We study an actual company–consumer partnership CSR initiative promoting ecologically correct and conscious consumption of bottled mineral water. We conduct a survey on adult consumers to test the hypotheses that consumer skepticism toward the company–consumer partnership CSR initiative and the moral emotion of elevation mediate the relationship between company CSR motives perceived by consumers and consumer behavioral responses following (...) this CSR initiative. Favorable consumer behavioral responses, in turn, relate positively to consumer support of other green products. The results provide scholars and managers with means of improving their understanding and handling of company–consumer partnership CSR initiatives. (shrink)