i feel like a lot of people are motivated less by wanting to do what's right and more by wanting to not feel shame for their actions. like when racists hide their true beliefs because they're socially unacceptable, and then they celebrate when it becomes socially acceptable again -- they no longer have to be ashamed of their beliefs. but shame doesn't work as anything more than a concealer; it doesn't actually change anyone's mind, it just creates a taboo.