Ruth Benedict
An earlier analysis by Ruth Benedict in her book The Chrysanthemum and the Sword states that societies and groups can differ in the extent to which they are based upon predominantly "self-regarding" (individualistic, and/or self-interested) behaviors, rather than "other-regarding" (group-oriented, and group, or society-minded) behaviors. Ruth Benedict made a distinction, relevant in this context, between guilt societies (e.g. medieval Europe) with an "internal reference standard" and shame societies (e.g. Japan, "bringing shame upon one's ancestors") with an "external reference standard", where people look to their peers for feedback on whether an action is acceptable or not.