Guilt society and shame society are terminology for different categories of culture.
In a guilt society, behavior is guided by the internal self-reinforcement of the feeling of guilt for certain proscribed behaviors. This type of culture also emphasizes individual conscience, faith, and values. A person in this type of culture may ask, "Do I feel that my behavior fair or unfair?"
In a shame society, behavior is guided by the inculcation of external shame (and the complementary threat of ostracism) by the society. Shame cultures are typically based on the concepts of pride and honor; appearances are what count. A person in this type of culture may ask, "How would people perceive me if I do X?"