EXPRESS: Addressing Affective Barriers through Transformative Services in Subsistence Marketplaces

This paper explores the affective barriers consumers face when seeking transformative services in subsistence contexts and proposes strategies that can be used to increase uptake. Whereas these services have the potential to address urgent needs and significantly improve life circumstances, challenges experienced while seeking them can result in missing out. The authors use qualitative research to gain understanding of the affective barriers consumers face in seeking services. They conducted thirty-six in-depth interviews with consumers and service providers, covering diverse offerings, across four countries, to provide a big-picture understanding of challenges. Data analysis revealed affective barriers associated with ontological insecurity. A typology of approaches presents empathy, equity and educational practices as potential pathways to overcome affective barriers and increase engagement with transformative services. This research contributes to the growing body of work on transformative service research in subsistence marketplaces, offering implications for subsistence consumers, service providers, marketers, and policymakers.