Thus Bentham's hedonism is a very straightforward hedonism. The one intrinsic good is pleasure, the bad is pain. We are to promote pleasure and act to reduce pain. When called upon to make a moral decision one measures an action's value with respect to pleasure and pain according to the following: intensity (how strong the pleasure or pain is), duration (how long it lasts), certainty (how likely the pleasure or pain is to be the result of the action), proximity (how close the sensation will be to performance of the action), fecundity (how likely it is to lead to further pleasures or pains), purity (how much intermixture there is with the other sensation). One also considers extent — the number of people affected by the action.