Morality tells agents what they ought to do, and this defines their identity and character. This chapter deals with moral behaviour, following the classical view in Philosophy that defends character as a state concerned with choice, and able to direct the agent decision-taking. The authors also include new values regarding agent moral signature that may enhance the evaluation of agents, namely on reputation and satisfaction. So, the popularity of the agents can be measured with more depth, and not only for organizations but also for social networks.
