Public shaming as a form of deterrence for transgressions involving harm to others

Between tar and feathers, the stocks, and publicly throwing produce at individuals, public shaming is a form of punishment that has been used for centuries. Public shaming has evolved relative to the old methods, often including behaviors such as protesting and social media posts. The mechanisms behind public shaming behaviors, however, are largely unknown. Are people more likely to publicly shame certain transgressions relative to other types of transgressions? Are there specific motives such as deterrence or retribution that drive people to public shame transgressors? Findings were generally consistent with our two main hypotheses: 1) publicly shaming is more likely for transgressions that are harmful to others, and 2) public shaming is motivated by the desire to deter future transgressions.