Deontological Ethics

Deontological ethics or deontology (from Greek deon, "obligation, duty"; and -logia) is the normative ethical position that judges the morality of an action based on the action's adherence to a rule or rules. It is sometimes described as "duty" or "obligation" or "rule" -based ethics, because rules "bind you to your duty". Deontological ethics is commonly contrasted to consequentialism. Deontological ethics is also contrasted to pragmatic ethics.

Read more about Deontological Ethics:  Etymology

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    Such is the brutalization of commercial ethics in this country that no one can feel anything more delicate than the velvet touch of a soft buck.
    Raymond Chandler (1888–1959)