So in this case, its a lot more often that the transgressor isn't sensitive to the source of shaming. Take a look around at who leaves their trays in fast food restaurants around for others to pick up - its disaffected people, small kids, punks, and out of touch old people who are cynical and nasty about society. About the only people who respond to "shaming" about it are the people who do it due to being completely overwhelmed, like a parent wrangling 3 crying kids around and doesn't even have a free hand, and they're the ones least likely to really be able to respond to it.
in my experience, littering (and public urination/defecation by non-homeless people) almost seem like acts of aggression or defiance by the transgressors. i've rarely gotten anything but anger in return for speaking up about it. it seems to defy shame intentionally, rather than succumb to scoial norming.
That's not really true, and the article addresses that point directly: "Fourth, 'The transgressor should be sensitive to the source of shaming.' The shamee must consider themselves subject to the same social norms as the shamer."
If you're someone who jaywalks because you think laws a against jaywalking are a product of Big Auto lobbying, you're not going to be shamed into using the crosswalk. Shame works for things where people know its wrong, but do it anyway because they think their transgression won't be publicized. Shaming people for littering, for example, reinforces what everyone already knows is wrong. It doesn't change minds per se, but reinforces a social norm, and that's a very good thing.