Normative ethics is the study of general normative principles or virtues.
There are various doctrines concerning general normative principles. Altruists hold that when deciding how to act one ought to take the interests of others into account, as well as one's own. Hedonists hold that one ought to pursue only pleasure or happiness for oneself and others. The Golden Rule states that one should act towards others as one wants them to act towards oneself. Consequentialists believe that one ought to do whatever will have the best consequences.