Why feeling poor stops people from seeking help - and what can service providers do about it? - Samanthika Gallage research
Dr Samanthika Gallage, Assistant Professor in Marketing at ÀÖ²¥´«Ã½ University Business School, is investigating how experiences associated with poverty influence access to support services and what organisations can do to address these challenges.
Healthcare services, job training programmes and financial support initiatives can have a transformative impact on people's lives. Yet many individuals who could benefit from them fail to take up the support available. While barriers such as cost, availability and distance are well recognised, less attention has been paid to the emotional and psychological factors that shape decision-making.
To explore these issues, Dr Gallage and her co-authors conducted research with consumers and service providers in Uganda, Tanzania, Honduras and India. The study examined how people experiencing poverty perceive transformative services, including healthcare, employment support and financial assistance, and how emotions and self-perceptions influence their behaviour.
Key findings
The study found that poverty is not solely a matter of financial constraints. It can also influence people's confidence, knowledge and capacity to make informed decisions.
Consumers frequently reported feelings of vulnerability, uncertainty and reduced self-worth when seeking assistance. These experiences contributed to a deeper uncertainty about their identity, social position and entitlement to support.
As a result, some individuals were reluctant to access services that had been specifically designed to benefit them, potentially limiting opportunities to improve their wellbeing and life circumstances.
Impact and implications
This work contributes to the growing field of transformative service research in subsistence marketplaces and provides new insights into the non-financial barriers that can prevent effective uptake of services.
The research demonstrates that improving access requires more than increasing service availability. Service providers must also recognise the emotional and social experiences that shape consumer decision-making.
Dr Gallage said:
In the current political and economic climate, where resources are increasingly under pressure, it is more important than ever that we understand why people may not access support that is already available. By identifying the hidden barriers that prevent engagement, this research can help organisations use resources more effectively and design services that genuinely reach those who need them most, contributing to efforts to alleviate poverty and improve wellbeing.
The study identifies three key approaches that organisations can use to improve engagement with transformative services:
- Empathy:
Developing respectful and supportive interactions that help individuals feel understood and valued.
- Equity:
Designing services that encourage active participation and foster a sense of ownership and inclusion.
- Education:
Providing clear information and guidance to reduce uncertainty and improve awareness of available support.
Supporting more inclusive service design
By recognising the emotional and social dimensions of poverty, organisations can develop services that are more inclusive, accessible and effective.
Addressing both practical and affective barriers is critical to helping service providers reach those most in need and maximise the impact of their interventions.
Further information
To learn more about this research, read the full paper in the Journal of Public Policy and Marketing.
Explore Dr Samanthika Gallage’s wider research activities by visiting her profile page.