Normative Ethics does not rest content to take the customary or individual answers that are given to the ethical questions--the claims that this is a right action, this is the value to realize, this is a good person--as necessarily the correct or proper ones. Our particular judgements in these matters may be mistaken. We may be deciding or choosing out of ignorance, or prejudice, on the basis of inadequate reflection or sheer willful perversity and self-deception. Ethicists (those who are our moral philosophers )in fulfilling the task of Normative Ethics, therefore, propose to us guides for action and choosing, that is, principles(norms, rules or standards) which we ought to adopt to guide us in making our moral and value judgements(i.e. in deciding what is right and wrong or good, better or bad in particular situations), if we are to decide wisely and well as human beings, and not ignorantly or foolishly.