Based on the behavioral theory of the firm, we investigate the impact of performance negative feedback on R&D efficiency. The results show that when performance falls below aspirations, firms pay more attention to R&D projects with high R&D efficiency to get rid of the operating pressure, reputation pressure and resource constraints caused by the decline in performance. This effect may be influenced by institutional differences. In the case of negative feedback, a good regional institutional environment is conducive to the improvement of R&D efficiency, while a weak regional institutional environment weakens this effect. Specifically, the higher the degree of IPR enforcement and financial market development, as well as the lower the degree of local government intervention, the more inclined firms are to increase R&D efficiency. The findings provide insights into understanding R&D efficiency improvement in the context of emerging markets.