The more important an issue is to an individual, the greater its intensity becomes. Accordingly, ethical strength is the degree of relevance that an issue has for a person or business. Different individuals have different values, perceptions, needs, beliefs and levels of resilience that influence their decisions and actions. Employees in authoritative positions in the business world determine what and how an organization views ethical intensity. In the present day, senior officials of organizations risk prison sentences for the unethical actions of their more junior colleagues (Ferrell, et al., 2013). Ethical issue intensity involves an individual's awareness of an aspect and understanding whether an issue is unethical or not. Naturally, people's cognitive state influences their decisions and their