1: define the conflict or dilemma, and identify the higher-order values involved. Identify the options that you can reasonably take. Itm chapter 4 (social, ethical, and legal s in the digital firm) Principles of right and wrong that individuals, acting as free moral agents, use to make choices to guide their behaviours. A model for thinking about ethical, social, and political issues. It as a rock dropped in pond, creating ripples of new situations not covered by old rules. Social and political institutions cannot respond overnight to these ripples it may take years to develop etiquette, expectations, laws. Requires understanding of ethics to make choices in legally gray areas. Responsibility: accepting the potential costs, duties, and obligations for decisions. Liability: permits individuals to recover damages done to them. Due process: laws are well known and understood, with an ability to appeal to higher. Promises by professionals to regulate themselves in the general interest of society.