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Kaufmann argues that in the new world of speed dating, online dating and social networking, the overwhelming idea is to have short, sharp engagements that involve minimal commitment and maximal pleasure.
Another is that the idea of maximal pleasure, or of the best feasible pleasure-displeasure balance, assumes a common measure that cannot be had.
It can be seen that the subjects' behavior coincided with maximal pleasure (or minimal displeasure) in a very significant way.
However, all other subjects chose several unethical behaviors, and the probability of coincidence with maximal pleasure was well above the line of random chance (25%).
(336) Learning and memory in the chemical senses, important for food behavior, might work very differently from learning and memory in the higher senses, vision and audition, and this might have important implications for how to produce foods that are either manufactured to give maximal pleasure or produced more with health concerns in mind.
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Such a difference between actual decision from maximal possible pleasure leads one to suspect that other factors than pleasure enter into play when a participant decides.
In a study of human patients with electrodes implanted in the amygdala for diagnostic purposes, we found that hypocretin release was maximal during pleasure and was minimal when they reported feeling sad or when they were in pain, despite a high level of arousal.
Hedonists can reply: first, that one is always and only motivated by what one thinks to be one's maximal or sufficient pleasure or pleasure-displeasure balance; second, that this is possible even if the idea of pleasure maximization in such settings does not ultimately make sense; and third, that hedonism does not imply that one is motivated by every pleasure prospect.
With such basic happiness goals as good health, marriage and children, the happy-scape is populated with peaks that represent the maximal states of pleasure.
One argument infers it from the motivational egoist claim that each of us is always motivated to maximize what we take to be our own good, plus the claim that we each accept that our good is our maximal or sufficient balance of pleasure over displeasure.
The same conclusion may be reached from the behavior regarding the worst rated items: Table 3 and Figure 6 show that the subjects tended to avoid choosing the items that arose the least pleasure or the maximal displeasure.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com