Ethics or morality is concerned with the evaluation of human conduct and human character. It is an activity in which every human being is inescapably involved - as an actor and on the receiving end of others’ actions, and as a judge of one’s own and others’ conduct and character. Values provide the rationale and motivation for human action. Rules of various kinds enable values, or goods, to be achieved or harm or evils to be avoided, in efficient and socially appropriate ways. Normative or prescriptive ethics goes beyond description to prescribing what ought to be the case in human conduct and character. Members of each generation have to make up their own minds about the values and rules which will guide their conduct and character. The morality or ethics of a group or a person consists of the personal and cultural standards which guide their lives.