The tenuous relationship between beliefs and behaviour is well known. What is less well‐known is how the context in which beliefs are elicited affects the salience of those beliefs and their subsequent effect on behaviour. Drawing from a dialogical approach within social representations theory, beliefs about organ donation were conceptualised as contradictory and interdependent. The context we examined was the collectively‐shared, positively charged mood at the pre‐game events of a sporting Grand Final. Two hundred and seventeen participants, who had not previously registered on the Australian Organ Donor Register (AODR), completed a survey measuring positive and negative beliefs about organ donation followed by an on‐the‐spot opportunity to register their donation decision on the AODR. Using Generalised Structural Equation Modelling, we show the salience of positive beliefs about organ donation increased with the strength of the positively shared mood; positive beliefs were negatively correlated with negative beliefs about organ donation, and the strength of negative beliefs in turn predicted the probability of registration. Positive beliefs were unrelated to registration. The findings highlight the role of themata in contradictory social thought, and how the context in which people consider organ donation can affect how people to they think about organ donation and subsequently their registration behaviour.

中文翻译：

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在谈论器官捐赠时，请不要忘记上下文：社交代表，共享的情绪和行为

信念和行为之间的脆弱关系是众所周知的。鲜为人知的是，信仰的产生背景如何影响这些信仰的显着性及其随后对行为的影响。借鉴社会表征理论中的对话方法，关于器官捐赠的信念被概念化为相互矛盾和相互依存。我们所考察的背景是体育总决赛赛前活动的集体分享，带正电荷的情绪。先前未在澳大利亚器官捐献者登记册（AODR）上注册的217位参与者完成了一项调查，该调查测量了关于器官捐献的正面和负面信念，然后是在现场将其捐献决定登记在AODR上的机会。使用广义结构方程建模，我们显示，随着积极分享情绪的增强，对器官捐赠的积极信念的重要性也随之增加。积极信念与对器官捐赠的消极信念负相关，而消极信念的强度反过来又预测了器官捐赠的可能性。积极的信念与注册无关。这些发现凸显了相貌曲调在矛盾的社会思想中的作用，以及人们认为器官捐赠的背景如何影响人们对器官捐赠以及随后的登记行为的看法。负面信念的强度反过来又预测了注册的可能性。积极的信念与注册无关。这些发现强调了相貌在矛盾的社会思想中的作用，以及人们考虑器官捐赠的背景如何影响人们对器官捐赠以及随后的登记行为的看法。负面信念的强度反过来又预测了注册的可能性。积极的信念与注册无关。这些发现凸显了相貌曲调在矛盾的社会思想中的作用，以及人们认为器官捐赠的背景如何影响人们对器官捐赠以及随后的登记行为的看法。