The test involves asking the following question:

'Consider your first impressions or reactions to these issues. In other words, what does your moral intuition say about the action or policy under consideration: is it wrong or right?'

The merit of using this principle is that, as in the other tests, it allows for quick evaluation of a situation in an attempt to resolve an ethical dilemma.

Discovers simply whether the individual would be proud or ashamed of an action, whether they would tell their mother what they did. The test uses a highly personal reaction as the first indicator of a problem.

Attempts to determine how the individual would feel if they saw their situation described on TV, whether their action would make them appear good or bad. How would millions of TV viewers react? In this test you 'pretend your ethical dilemma is being publicised far and wide'.

Simply asks whether the situation smells. Does the individual feel in their bones that there is a problem, but cannot pin it down. Does the individual's instinct tell them that something is wrong?

Discovers actions that violate the ethical concept of the public interest. It asks what if the roles were reversed? Would the individual be happy if the act were done to them? If the individual would not want the roles reversed, then there is probably something wrong.

Determines whether the individual would use their behaviour as a marketing tool. In other words, does the individual's action have enough merit to give them a marketing edge? Would publicising their action reap praise or criticism for their organisation? If the answer is criticism the action is deemed to be unethical.