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This study aims to introduce the concept of dissociative threat, which is the fear of being associated with an undesirable (dissociative) group as a result of demonstrating ability in a domain that is stereotypically linked to that group. Consumers experiencing dissociative threats use inability signaling as a self-presentational strategy in which they present themselves as lacking ability in the dissociative domain.

Five experimental studies were conducted to test whether consumers experience threat in dissociative domains and to examine factors that influence this threat.

Results showed that dissociative threat adversely affects consumers’ performance at tasks that require using products linked to dissociative groups. Threatened participants reported intentions to perform poorly and train for a longer time in preparation for such tasks, thus signaling low ability in dissociative domains. Additionally, when participants who were experiencing dissociative threats received confirmation that they lacked ability in that domain, their performance at these tasks improved.

This study expands the knowledge on strategies, including inability signaling, that consumers use to avoid being linked to dissociative groups.

The findings suggest to marketers that stereotypes that link their products to certain consumer segments can threaten other consumers. Factors that shape and alleviate this threat are identified, which may help companies who are marketing such products.

This study extends the current understanding of stereotype threat and proposes a new self-presentational strategy, that has not been documented yet in the literature (i.e. inability signaling), that consumers use to deal with the dissociative threat.

Since March 2020, the global COVID-19 pandemic has disproportionately impacted refugees by compounding preexisting and systemic health, social and economic inequities. In Canada, approximately 50,000 Syrian refugees arrived between 2015 and 2020 and were in the process of rebuilding their lives when the pandemic started. This study aims to explore the impact of the COVID-19 pandemic for Syrian refugees in Canada and identify supports needed.

Drawing on frameworks for refugee psychosocial adaptation and social integration and a qualitative descriptive design, the study used thematic analysis to examine semi-structured interviews with 10 Syrians.

Findings indicated four themes that provide a snapshot of impacts relatively early in the pandemic: facing ongoing development, inequity and insecurity during integration; disruption of settlement, integration and adaptation due to the pandemic; ongoing adaptation and resilience during integration in Canada; and ongoing needs and solutions for integration and adaptation.

This study builds upon growing research concerning Syrian refugees and psychosocial adaptation, particularly during the pandemic. The findings highlight the impacts of the pandemic on a population already facing inequities in a resettlement country. While the findings emphasize the resilience of the Syrian refugee community, the study also demonstrates the need for ongoing supports and justice-oriented action to fulfill resettlement commitments, especially in the face of additional stressors like the COVID-19 pandemic. Implications for policy, practice and future research are discussed.