Haven't had one of these for awhile. This thread is for questions or comments that you've felt silly about not knowing/understanding. Let's try to exchange info that seems obvious, knowing that due to the illusion of transparency it really isn't so obvious!
I don't know the extent to which this applies to other people, but for me (a non-utilitarian) it does, so here's my data point which may or may not give you some insight into how other non-utilitarians judge these things.
I can't really say I value my own happiness much. Contentment / peace of mind (=/= happiness!) and meaningfulness are more like what I aim for; happiness is too fleeting, too momentary to seek it out all the time. I'm also naturally gloomy, and overt displays of cheerfulness just don't hold much appeal for me, in an aesthetic sense. (They get me thinking of those fake ad people and their fake smiles. Nobody can look that happy all the time without getting paid for it!) There simply are more important things in life than my own happiness; that one can be sacrificed, if need be, for the sake of a higher value. I suppose it's just like those utilitarians you're talking about which are "trying to maximize the world's something" rather than their own pleasure, only we don't think of it in a quantitative way.
Well... that's a rather unflattering way of putting it. You don't have to compute utilities in order for your decision-making process to look a wee little more elaborate than that.