Final answer:
A deontological approach, particularly associated with Immanuel Kant, believes in upholding duties irrespective of consequences. William David Ross critiqued deontology and suggested the concept of prima facie duties, advising that the most pressing duty should be followed in conflict situations.
Step-by-step explanation:
The individual who believes that certain duties must always be upheld, regardless of the consequences, is likely ascribing to a deontological ethical approach. Deontological approaches, strongly associated with philosopher Immanuel Kant, focus on the adherence to duties and rules as the basis of morality. Kant introduced the concept of the categorical imperative, which operates as a moral law that rational beings should follow universally. Among these, he emphasized the universal law formulation and the humanity formulation, which dictate actions independent of their outcomes.
However, Sir William David Ross criticized classic utilitarianism and deontology for oversimplifying moral life. He proposed that in real-life situations where competing duties arise, such as the choice between honesty and protecting a human life, our decision-making process should consider more than just a single moral rule. Ross's concept of prima facie duties suggests that some duties are more pressing than others and that in resolving conflicts between duties, the most immediate and pressing duty takes precedence.
Ultimately, Ross developed a quasi-consequentialist approach that accounts for multiple intrinsic goods, proposing that our actual duty in situations of conflict is to perform whatever action results in the greatest balance of prima facie rightness over prima facie wrongness.