The current article explains the motives underlying respect- and disrespect induced group-serving efforts. Research showed that intra-group respect increases individuals' engagement with their group and subsequent intentions to show group-serving efforts. We refer to this process as 'the group-focused motive'. Based on a recent program of research on actual effort and performance evaluations, we conclude that respect-induced group-serving efforts are not only due to enhanced engagement with the group. In addition, we posit that behavioral motivations can also stem from self-focused concerns - we refer to these as 'self-focused motives'. We argue that the perception of being respected boosts the self-evaluation of individual group members. Maintenance of this positive self-evaluation, together with respect-induced enhanced self-confidence, can cause individuals to show more contextual performance. Finally, when individuals are disrespected, this impacts negatively on their self-perception. As a result, these individuals show group-serving efforts in an attempt to re-establish their self-worth, and this occurs relatively independently of improvement concerns for the group.