The idea of one's own or another's well-being is, however, rightly regarded as a motive of the will. The principle of producing the greatest quantity of pleasure for oneself through one's action, that is, to attain individual happiness, is called Egoism. The attainment of this individual happiness is sought either by thinking ruthlessly only of one's own good, and striving to attain it even at the cost of the happiness of other individuals (Pure Egoism), or by promoting the good of others, either because one anticipates indirectly a favourable influence on one's own happiness through the happiness of others, or because one fears to endanger one's own interest by injuring others (Morality of Prudence). The special content of the egoistical principle of morality will depend on the ideas which we form of what constitutes our own, or others', good. A man will determine the content of his egoistical striving in accordance with what he regards as one of life's good things (luxury, hope of happiness, deliverance from different evils, etc.). Further, the purely conceptual content of an action is to be regarded as yet another kind of motive. This content has no reference, like the idea of one's own pleasure, solely to the particular action, but to the deduction of an action from a system of moral principles. These moral principles, in the form of abstract concepts, may guide the individual's moral life without his worrying himself about the origin of his concepts. In that case, we feel merely the moral necessity of submitting to a moral concept which, in the form of law, controls our actions. The justification of this necessity we leave to those who demand from us moral subjection, that is, to those whose moral authority over us we acknowledge (the head of the family, the state, social custom, the authority of the church, divine revelation). We meet with a special kind of these moral principles when the law is not proclaimed to us by an external authority, but comes from our own selves (moral autonomy). In this case we believe that we hear the voice, to which we have to submit ourselves, in our own souls. The name for this voice is conscience. It is a great moral advance when a man no longer takes as the motive of his action the commands of an external or internal authority, but tries to understand the reason why a given maxim of action ought to be effective as a motive in him. This is the advance from morality based on authority to action from moral insight. At this level of morality, a man will try to discover the demands of the moral life, and will let his action be determined by this knowledge. Such demands are (1) the greatest possible happiness of humanity as a whole purely for its own sake, (2) the progress of civilisation, or the moral development of mankind towards ever greater perfection, (3) the realisation of individual moral ends conceived by an act of pure intuition.