Immanuel Kant proposed the categorical imperative, which he deemed to be the supreme principle of morality. He believed that is morally wrong for an individual to treat others as simply a means rather than to treat them as an end. He also believed that treating people with contempt, even when not using them as a means is out-rightly wrong and against the moral norms.
An example of an individual using others as a means, is when an individual implicates another in other to win the favor of his boss or to get promoted.
Shaping means to learn behavior and skills through successive approximation. In simple shaping is way of learning in which closer approximation is reinforced to reach and learn the target behavior. Its process of gradual learning in which successive approximation is reinforced to change and learn the new behavior.