Normative Theories

Normative theory gives a hypothesis of what is right or wrong, just or unjust in a

society.Normative theories often involve the development of moral principles, which are
used to guide decision-making and behavior.

Teleological

It is a type of theory that derives what is morally good or bad depending upon its outcome
rather than the intention or the process of that particular outcome, meaning that derives
duty from what is valuable as an end. Hence, an action is morally right if the consequences
are right and vice versa. An example to further explain teleological ethics is utilitarianism.

The utilitarianism approach was given by Jeremy Bentham and John Stuart Mills which
supported the notion that a decision is morally good if it supports a lot of people and
produces the greatest amount of good. The key principle of utilitarianism is happiness.
Utilitarianism argues that whatever action is done, whether it be good or bad as long as it
maximizes happiness it is morally correct as it benefits most people hence it has a high
intrinsic value.

Deontological

Deontological theory is the opposite of teleological theory. It suggests that certain actions
are right or wrong regardless of what the result is hence it focuses more on the intention
or the action rather than the consequence of it. Immanuel Kant gave a notion of
deontology by arguing that an action is only morally right if done by obedience to a rule,
such as to not lie, do not steal or to not break promises and do the action not because it
gives the best yield but because it must be done.

For example, if a person has promised to be in a partnership with a person which can
potentially tarnish its reputation the first thing that comes to mind is to discontinue the
partnership as it could lead to a harmful consequence of yourself, however deontological
theory suggests that since it was a promise it must not be broken, or else the word and the
action of “promise” will have no value. Though it can or can not lead to bad outcomes but
for Kant it's not rational for everybody to break their word.
Character-based

character-based ethics is agent-centered, which means that goodness is not in the act but
in the person we judge whether the agent is by habit and by character a good or virtuous
person. This shows an emphasis towards an individual's traits, characteristics and the
effects of upbringing upon his traits.

A simple example of this can be that if a person found a wallet on the street what would he
do? The decision made will then be judged on the basis of morality. If that person tends to
keep the money all by himself that would be considered unethical hence the judgment
done by considering the person’s actions as wrong the character based theory is followed
which is described by Aristotle.