BACKGROUND: The purpose of this study was to identify the attitude of physicians stemming from their experiences of caring for potential brain death donors during the organ donation process. METHODS: Grounded theory methodology was used for this study. In depth interviews were conducted with six physicians who had experience of management of potential brain death donors. Data collection was done from January to October 2011. Theoretical sampling was used until the data reached saturation. RESULTS: As a result of the analysis, dilemma of organ donation solicitation was identified as the core category. Twelve subcategories were identified and they were integrated to the core category. Obtaining organ donation counseling skills was identified as the consequence. CONCLUSIONS: The results of the study will provide a frame for understanding the attitudes stemming from their experience of caring for potential brain death donor and helping the development of effective intervention strategies for increasing organ donation.