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OrphanWilde comments on “Be A Superdonor!”: Promoting Effective Altruism by Appealing to the Heart - Less Wrong Discussion
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I think that's a bit of an extreme way to put it... people who are emotionally driven see emotional appeals as the proper way to convince people. "You think too much" and " sometimes you just have to go with your gut" is an inherently appealing thing to them - regardless of intelligence levels.
Essentially, they WANT emotional appeals like this one - I saw several emotionally driven (and smart) friends who shared this commercial and basically said (I'm translating now) "It's nice to see an emotional appeal that actually has a good message/purpose".
That's what effective altruism can offer, marketing that has a good message and leads to good outcomes. Convincing people by logic is no more "inherently good" than convincing people by emotion (at least, I haven't seen anyone provide a convincing proof of either's inherent goodness or badness), it just depends on their preferred method of thinking.
That's not what the original poster is proposing, however. The original poster is proposing convincing people, through social status bonuses, to donate money. The original poster isn't proposing appealing to people's better natures, but through encouraging their baser natures.
That's where the morality enters into it, I believe.