Thus, for purposes of illustration, one might say that pleasantness is that
feature which is common to the experience of smelling roses, of tasting
chocolate, of requited affection, and so on, and analogously for the oppo-
site attribute of painfulness.
21
The hedonist maintains, then, that a rational agent knows exactly how
to proceed in determining his good: he is to ascertain which of the plans
open to him promises the greatest net balance of pleasure over pain. This
plan defines his rational choice, the best way to order his competing aims.
The counting principles now apply trivially, since all good things are
homogeneous and therefore comparable as means to the one end of plea-
sure. Of course these assessments are plagued by uncertainties and lack
of information, and normally only the crudest estimates can be made. Yet
for hedonism this is not a real difficulty: what counts is that the maximum
of pleasure provides a clear idea of the good. We are now said to know the
one thing the pursuit of which gives rational form to our life. Largely for
these reasons Sidgwick thinks that pleasure must be the single rational
end that is to guide deliberation.
22
It is important to note two points. First, when pleasure is regarded as a
special attribute of feeling and sensation, it is conceived as a definite
measure on which calculations can be based. By reckoning in terms of the
intensity and duration of pleasant experiences, the necessary computa-
tions can theoretically be made. The method of hedonism provides a
first-person procedure of choice as the standard of happiness does not.
Second, taking pleasure as the dominant end does not imply that we have
any particular objective goals. We find pleasure in the most varied activi-
ties and in the quest for any number of things. Therefore aiming to
maximize pleasurable feeling seems at least to avoid the appearance of
fanaticism and inhumanity while still defining a rational method for first-
person choice. Furthermore, the two traditional interpretations of hedon-
ism are now easily accounted for. If pleasure is indeed the only end the
pursuit of which enables us to identify rational plans, then surely pleasure
would appear to be the sole intrinsic good, and so we would have arrived
at the principle of hedonism by an argument from the conditions of
rational deliberation. A variant of psychological hedonism also follows:
for although it is going too far to say that rational conduct would always
consciously aim at pleasure, it would in any case be regulated by a
schedule of activities designed to maximize the net balance of pleasurable
21. The illustration is from C. D. Broad,
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