The Role of Gut Feeling in Charity Marketing

Psychological research suggests that at least in many cases, if someone does one good deed, that means they're less likely to do a different good deed. In the case of the ALS campaign, I was worried that we might have kind of model licensing effects. There's a really big difference between a charity being optimal and a charity being unworthy. Even relative to these extremely good uses of money, we can have 100 times as much impact by spending that money elsewhere.