IEEE Technology and Society Magazine - September 2019 - 39

Psychology, Philosophy, and Ethics
■ Rokeach Values: A list of 36 values that is the result
of reducing the vast number of values mentioned in
the literature. This was achieved by interviewing and
choosing those values that were maximally different
conceptually and minimally inter-correlated empirically
[15], [35].
■ Human Values by Schwartz: A value list that is the result of a
cross-cultural study on the universal aspects in the structure
and content of human values [15]. This study is partially
based on the work of Rokeach [35] and provides evidence
that many people across societies implicitly recognize ten
value types as important [15].
■ Intrinsic Values by Frankena: A list of values that is the
result of the philosophical work by William Frankena
on value ethics. His list grasps the essence of what is
desirable in life and what should be pursued for oneself and
others [36].
■ Ethical Principles for experimental technology: A set of six
moral principles for evaluating experimental technology,
based on principles for clinical experiments that can be
found in the Nurember Code, Helsinki Declaration and
Common Rule [37].
■ Maslow's 8-Stage Hierarchy of Needs: A motivational theory
that assumes that people have the goal to achieve certain
needs [38]. The well-known original five-stage model
has been expanded to include cognitive, aesthetic and
transcendence needs [39].

value-based risk assessment [40] or value hierarchies
[49] to translate values into concrete requirements.
While some might argue that a system designer can
probably arrive at such a list with a little reflection, this
might not be true for the management developing an
initial customer value proposition. Furthermore, such a
list can be helpful for validating the reflections made by
innovation teams.
Concerning IS design, sustainability can only be
achieved if all five sustainability dimensions are supported by human values [10], for which a comprehensive value overview is necessary. According to
Penzenstadler and Femmer's model [10], these dimensions in the top layer are interrelated to each other.
This implies that a single value on the middle layer
might mainly foster individual sustainability, but thereby might also (indirectly) influence social sustainability.
This indirect relation becomes clear, for example, when
considering that human health aspects are vital for
maintaining human capital and therefore individual
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Aristotle's List of Virtues: A list of virtues necessary for
human flourishing [40]. While virtues are a slightly different
concept than values, it is still important to consider them as
a major source for human capabilities.
The Central Human Capabilities: A list of basic ca pa bilities which are regarded as essential in making us
human [41].

Recent AI Efforts
■ IEEE Global Initiative in Ethics of Autonomous and Intelligent
Systems: A comprehensive body of work that address values,
intentions and implementations of AI systems with eight
general principles [45].
■ Everyday Ethics for Artificial Intelligence: An ethical
framework for practitioners that specifies virtues an AI
system should possess and provides five areas of ethical
focus engineers must consider [46].
■ Ethics Guideline for Trustworthy AI: A guideline towards
a robust and reliable AI systems that respect fundamental
rights, ethical principles and societal values [47].
■ Ethically Aligned Design (First Edition Glossary): Is an
extensive glossary, developed as part of the IEEE Global
Initiative, which provides relevant terms and human value
description [48].
■ Recommendation of the Council on Artificial Intelligence: Is
the first intergovernmental standard on AI, which contains
five complementary values-based principles promoting 11
value [52].

sustainability. As human capital also forms the basis
for social capital and solidarity, the relation to social
sustainability is apparent. One might notice that some
overarching values can have a direct relation to more
than just one of the sustainability dimensions as suggested by Table 1. Freedom, for instance, has a direct
impact on building human capital (individual sustainability) and enables the solidarity of a society (social
sustainability). Such direct and indirect relations make
it difficult to reliably attribute values singularly to only
one sustainability dimension. Additionally, the presented attribution between values and sustainability dimensions is mostly based on their conceputal closeness.
Therefore, the categorizations of values for sustainability dimensions should not be seen as absolute. The context-dependent nature of a value [16], [17] suggests that
such relations need to be re-considered for each context of a planned IS.
When it comes to the customer value framework,
values in our list provide the opportunity for unique

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IEEE Technology and Society Magazine - September 2019

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