Epicurus advocated for a philosophy of hedonism where the highest pleasure, or happiness, was achieved through living virtuously, moderately, and developing close friendships. Jeremy Bentham developed the philosophy of utilitarianism, which holds that the morally right action is the one that maximizes happiness and minimizes pain for the greatest number of people. Bentham believed humans are motivated solely by the pursuit of pleasure and avoidance of pain. His principle of utility states that actions should be judged based on their consequences - whether they produce a net increase in happiness or pain.