Filipino Concept of Shame
Hiya is shame and is a motivating factor behind behaviour.
It is a sense of social propriety and conforming to societal norms of behaviour.
Filipinos believe they must live up to the accepted standards of behaviour and if they fail to do so they bring shame not only upon themselves, but also upon their family.
One indication of this might be a willingness to spend more than they can afford on a party rather than be shamed by their economic circumstances.
If someone is publicly embarrassed, criticized, or does not live up to expectations, they feel shame and lose self-esteem.