Abstract: Power emotion is a kind of appeal strategy widely used in the context of medical donation, but the research in the academic field is still scarce. This paper explores the influence and mechanism of different types of power emotional appeals on donation intention through three studies. The research finds that both types ofpower appeals have the positive impact on donation intention, but self-power appeals mainly improve individual donation intention through anticipated guilt, while others- power appeals mainly improve individual donation intention through perceived self-help. Individuals with low power show the preference for self-power appeal, while individuals with high power show the preference for others-power appeal. This paper not only enriches the theoretical research on emotional appeals in the field of donation, but also provides medical fundraising websites with practical significance.

Key words: medical donation, self-power appeal, others-power appeal, anticipated guilt, perceived self-help