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Protected values tend to be "intrinsically good", and most people can in fact imagine a scenario when trading off their most precious values would be necessary. [13] If such trade-offs happen between two competing protected values such as killing a person and defending your family they are called tragic trade-offs. [14]
The values that a person holds may be personal or political depending on whether they are considered in relation to the individual or to society. [1] Apart from moral virtue, examples of personal values include friendship, knowledge, beauty etc. and examples of political values, justice, equality and liberty.
Good moral character is an ideal state of a person's beliefs and values that is considered most beneficial to society. [ 1 ] [ 2 ] In United States law, good moral character can be assessed through the requirement of virtuous acts or by principally evaluating negative conduct.
In order to have moral character, we must understand what contributes to our overall good and have our spirited and appetitive desires educated properly, so that they can agree with the guidance provided by the rational part of the soul. According to Plato, Moral Character is directly linked to and understanding contributions to the overall good.
For example, a good car has all the desirable qualities of cars, like a reliable engine and effective brakes, whereas a bad car lacks many. Formal axiology distinguishes between three fundamental value types: intrinsic values apply to people; extrinsic values apply to things, actions, and social roles; systemic values apply to conceptual ...
The first way is conscious verbal reasoning (for example, examining costs and benefits). The second way is reframing a situation to see a new perspective or consequence, which triggers a different intuition. Finally, one can talk to other people which illuminates new arguments. In fact, interacting with other people is the cause of most moral ...
[100] [h] Some theorists define obligations in terms of values or what is good. When used in a general sense, good contrasts with bad. When describing people and their intentions, the term evil rather than bad is often employed. [101] Obligations are used to assess the moral status of actions, motives, and character traits. [102]
Moreover, in the case that a choice and a value are intervened, people tend to pick the choice that aligns more with their own values. Therefore, models such as the theory of basic human values could be seen as increasingly important for international marketing campaigns, as they can help to understand values and how values vary between cultures.