Impact of Experienced Regret on Donation Willingness: Advertising Appeal and Framing Effect

Jiansheng Tang, Heming Gong, Xuemei Bian, Chundong Zheng*, Xiaoxuan Yang

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


Donors often experience donation regret caused by charity wrongdoings and mismanagement, which will reduce future donation willingness. The literature has not fully delineated the underlying mechanism of donors’ response to experienced regret. The effective advertising appeal and message framing which could be used to mitigate the detrimental impact of experienced donation regret also remain unknown. This research dissects the impact of experienced regret on donation willingness by revealing the mediational effect of anticipated regret and the moderating role of advertising appeal (altruistic vs. egoistic) and message framing (gain- vs. loss-framed). The findings of two studies demonstrate that experienced regret negatively influences donation willingness through anticipated regret. Compared with egoistic appeals, altruistic appeals are more effective in extenuating the impacts of experienced regret. Gain-framed (compared with loss-framed) messages better mitigate anticipated regret and result in a higher level of willingness to donate. In addition to theoretical contributions, actionable practical implications are discussed.
Original languageEnglish
Article number089976402211382
JournalNonprofit and Voluntary Sector Quarterly
Early online date23 Nov 2022
Publication statusE-pub ahead of print - 23 Nov 2022


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