This book explores self-conscious emotions like guilt and pride and examines their profound influence on individual and collective behaviors. It empirically tests how these emotions, rooted in personal and societal standards, motivate ethical actions and shape group dynamics. A key focus is on collective emotions, such as group-based guilt and pride, which emerge in response to group achievements or wrongdoings. The book provides real-world examples, from historical reckonings to professional and organizational contexts in family businesses, highlighting the impact of these emotions on reconciliation, reputation and moral behaviors. It offers practical implications for managing emotions within groups and organizations.