Jeremy Bentham believed that the principle of utility, which aims to maximize happiness and minimize pain, should guide both individual morality and public policy. He formed the Benthamite movement to promote legal and social reform in Britain based on this principle. According to Bentham, pleasure and pain are the sovereign masters that determine what actions we ought to and will take. When evaluating actions, one should consider their potential to increase or decrease happiness based on several factors, including intensity, duration, certainty, proximity, fecundity, and purity. Motivation is an impulse to achieve a goal, and for Bentham, pleasure is intrinsically good while pain is intrinsically bad.