Trusted sources
The audience should trust the source of the shaming. The shaming should come from a reputable, trustworthy, non-hypocritical source, otherwise, the impact will be minimal.
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Shaming used sparingly
Shaming should be directed where possible benefits are greatest. We all have a limited amount of interest in shaming. It should be used only for the most severe transgressions; otherwise, people will become desensitized, and shaming will lose its effectiveness.
Shaming must be relevant
The audience responsible for the shaming should be concerned with the transgression. The audience should be the victim. For instance, second-hand smoke impacts the health of non-smokers.
Subject to the same social norms
The transgressor should be sensitive and sympathetic to the source of shaming.
Shaming an organic grocery store for selling unethically produced meat would be far more effective than shaming a fast-food chain for the same thing.
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