"The impulse towards pleasure can be self-defeating. We fail to attain pleasures if we deliberately seek them. This is what Sidgwick (The Methods of Ethics) called the paradox of hedonism.
There is a similar paradox concerning happiness. In order to be happy, an agent must aim at things other than his own happiness. Some writers use the same label for this paradox, somewhat inaccurately, since pleasure is not the same as happiness."
The Penguin Dictionary of Philosophy
ed. Thomas Mautner
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