These project files are meant to supplement the manuscript "An application of deviance regulation theory to organ donation promotion," forthcoming in Communication Research Reports. The abstract of the manuscript is below: **Deviance regulation theory proposes that when a behavior is seen as common, a loss-frame message should be more effective; conversely, when a behavior is seen as uncommon, a gain-frame message should be more effective. The current study tests deviance regulation theory in the context of organ donation promotion. Non-donors (N = 386) were randomly assigned to view messages in a 2 (norm: high vs. low) x 2 (frame: gain vs. loss) factorial design. Dependent variables included behavioral intention and information seeking. Results were inconsistent with deviance regulation theory’s proposed interaction between norm and message frame. Rather, there was a main effect such that participants who read a low norm message engaged in greater information seeking than those who read a high norm message. Notably, the high norm message was seen as less believable than the low norm message. The theoretical and practical implications of these findings are discussed. Keywords. Norms, message framing, organ donation.**