Donate for your Secrets: Relationship between Secrecy, Guilt and Donation Behavior

Previous research has well documented the negative sides of secrecy, ignoring its potential constructive aspects. Based on the concept of compensatory behavior, this study conducted two experiments with 532 adults to explore the mediating role of felt guilt between secrecy and donation, and the moderating role of moral identity. Study 1 (N = 272) showed that felt guilt mediated the relationship between secrecy and donation behaviors. Study 2 (N = 260) validated the mediation effect of Study 1 and further indicated that the mediated path was stronger for participants with higher moral identity. Specifically, participants with higher moral identity felt more guilty and donated more after secrecy than those with lower moral identity. The results of this study not only expand the constructive consequences of secrecy but also add more ways to appeal for donations.