Consistent with earlier research supporting the use of narratives to increase message persuasiveness, this study examined the role of guilt and happiness following exposure to organ donation narratives presented in professionally produced radio ads. As hypothesized, the loss‐frame narrative was significantly associated with heightened guilt, which was related to greater freedom threat perceptions and psychological reactance. Conversely, the loss‐frame narrative was negatively associated (p = .06) with increased happiness. Contrary to what was hypothesized, reactance was not significantly negatively associated with favorable attitudes toward registering as an organ donor. Instead, freedom threat was directly negatively related to favorable attitudes. Our results are discussed with an emphasis on the theoretical and practical implications.