The three dominant ethical theories include consequentialism, deontology, and virtue ethics. I would say that each theory affects the way in which each human employs their power of free will.
consequentialism - states that the outcome or consequence of ones actions is what is used to make a judgement of whether it is good or not - "the ends justifies the means." You will hear this familiar saying often in business. One end that all people have is "happiness." You could also look into Utilitarianism.
deontology - this theory deals with morality - adherance to rules. People are motivated by a sense of duty or conviction. Being good would be following the rules.
virtue ethics - emphasizes the role of one's character in making decisions about right and wrong. Plato and Aristotle are considered some of the founders of this philosophy. You have to think about what makes up a person's set of virtues and morals - upbringing, relationships with others, motives, character education, wisdom, ect... Some virtues are honesty, generosity, integrity, kindness, ect....
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