This study attempted to investigate the similarities and differences regarding the conceptions of translation eternality among a small group of Iranian people of different social positions and different ages. Sixty-two participants were selected based on the maximum variation sampling. To gather data, semi-structured interview was utilized. The participants were asked a list of 11 questions collected from the existing literature on the similar topics.Then, the interviews were transcribed for analyzing the data. Besides, Erikson's (1959) theory of development was used to classify participants of different ages in four groups of teenager, young, middle age, and old. The high frequency factors were found and analyzed with the use of Bronfenbrenner's (1979) nested ecological model. Moreover, the participants were classified in 11 groups based on their social positions and their conceptions were analyzed with the same method. Broadly speaking, 17 central tendencies in the interviews were obtained: People mainly focused on subjects of the books, translation fluency, author's competence in writing, and translator's competence, translations which have common grounds with social events of Iran, advertisement, existence of movie or cartoon adaptation of the book, translator's awareness of the content of the book, existence of cultural similarities between the source and target culture, popularity of the translator, author, and the original book, conversational language in translation, translation fidelity, being both translator and author, and effect of censorship on translation. Besides, old participants seemed to have more precise view on translation eternality and teenager's concerns were mostly about the appearance-related issues.Keywords: translation eternality, ecological understanding, nested ecological model, translation competence, translation fidelity IntroductionIn the current society of Iran, there is a flood of translations produced by graduated students of translation studies or those proficient in the other languages. Therefore, in such situation, the reader can hardly find a well-translated book that would be able to absorb him/her. Besides, due to the economic problems, increase in the cost of paper, and slack market, printing industry faces a financial recession. Hence, publication of low quality translations worsens the situation for them.Translation studies' turn toward culture along with the findings of the scholars of this discipline caused raising so many questions about social or cultural aspects of translation. For example, "why are all the translations of a single work not equally welcomed by the readers?", "why are some translations buried in the bookshelves of the bookstores forever?", and at the opposite side, "why do some translations not only lose their attraction for the readers, but also become the favorite of the next generations or even find more popularity than before?". Despite abundant studies done on the social aspects of translation with variety of methods and from different perspec...