A method, system and product for implementing user-based ethical decision making in autonomous vehicles. The system includes an ethical investigator that presents an ethical questioner to an entity and collects the entity's responses. An ethical synthesizer synthesizes an ethical preference of the entity based on the collected responses. An ethical determinator selects an action from a plurality of potential actions based on an ethical preference of a controlling entity of a self-driving vehicle at a time the selection is made. The system is configured to cause the self-driving vehicle to perform the action selected by said ethical determinator automatically and without relying on user input.