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We offer an alternative to traditional approaches by conceptualizing blood donation within social representations theory as socially derived symbolic knowledge with a specific focus on cognitive polyphasia and Guimelli's (1998) normative and functional dimensions. An online survey, completed by 703 residents from\n                    <jats:styled-content style=\"fixed-case\">NSW<\/jats:styled-content>\n                    Australia, comprised a blood donation word association task, Likert\u2010style questions constructed from previous word association data and contextualized blood donation statements. Individual difference scaling analysis revealed all donor groups (including non\u2010donors) associated blood donation with a few central, albeit contradictory ideas\/beliefs. Exploratory factor analysis and confirmatory factor analysis performed on a split data set of the Likert\u2010style items reiterated this finding. Interpreted through Guimelli's dichotomy, all donor groups were aware of these contradictory normative and functional ideas\/beliefs but when explicitly asked, it was the functional aspect that differentiated the groups. We argue the key to retaining donors is understanding the interdependence between how blood donation is socially understood at the societal level of discourse and donor behaviour. Translational strategies for recruitment and retention are discussed.\n                  <\/jats:p>","DOI":"10.1111\/bjso.12187","type":"journal-article","created":{"date-parts":[[2017,2,15]],"date-time":"2017-02-15T00:02:39Z","timestamp":1487116959000},"page":"393-415","source":"Crossref","is-referenced-by-count":10,"title":["Translation strategies, contradiction, and the theory of social representations: Why discussing needles may improve blood donor retention"],"prefix":"10.1111","volume":"56","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-3022-9637","authenticated-orcid":false,"given":"Gail","family":"Moloney","sequence":"first","affiliation":[{"name":"Psychology Southern Cross University Coffs Habour New South Wales Australia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jane","family":"Hayman","sequence":"additional","affiliation":[{"name":"Australian Red Cross Blood Service Melbourne, Victoria Australia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Marguerite","family":"Gamble","sequence":"additional","affiliation":[{"name":"Psychology Southern Cross University Coffs Habour New South Wales Australia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Geoff","family":"Smith","sequence":"additional","affiliation":[{"name":"Australian Red Cross Blood Service Melbourne, Victoria Australia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Rob","family":"Hall","sequence":"additional","affiliation":[{"name":"Environmetrics Sydney, New South Wales Australia"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"311","published-online":{"date-parts":[[2017,2,15]]},"reference":[{"key":"e_1_2_7_2_1","doi-asserted-by":"publisher","DOI":"10.1017\/s1049023x00006117"},{"key":"e_1_2_7_3_1","first-page":"75","article-title":"Central system, peripheral system: Their functions and roles in the dynamics of Social Representations","volume":"2","author":"Abric J. 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