- Aha! moment
How does urban familiarity shape job search and work choices?
Joshua T. Dean, Gabriel Kreindler, Oluchi Mbonu, and Busara Center for Behavioral Economics(Pauline Wanjeri, Jennifer Adhiambo, Jane Atieno, Alice Wambui, Grace Muniu, Joshua Omare
- March 27, 2026
- 8:40 am
SECTOR
PROJECT TYPE
Location
BEHAVIORAL THEME
OVERVIEW
Limited spatial familiarity restricts casual workers’ access to jobs in Nairobi, as workers avoid unfamiliar areas due to perceived risks and costs. This study tests whether brief exposure to new locations can change these beliefs and improve job access. Findings show that even a single guided visit can reshape perceptions and expand employment opportunities.
Research Questions
- Does limited spatial familiarity constrain job search and employment choices?
- Can brief exposure to unfamiliar areas change beliefs and behavior?
- How do perceptions of distance, safety, and difficulty influence job acceptance?
Methods
The study used a field experiment with 799 casual workers from low-income neighborhoods in Nairobi. Participants were surveyed on spatial familiarity and offered real job opportunities across different locations. Some participants were randomly selected for a one-time guided visit to unfamiliar areas, after which job acceptance, beliefs, and behavior were tracked through follow-up surveys and SMS data.
THEMATIC AREAS
Key Findings
- Workers avoid unfamiliar neighborhoods due to overestimated travel time, safety risks, and job difficulty.
- Lack of spatial familiarity significantly constrains job search and reduces access to opportunities.
- Workers require higher wages to accept jobs in unfamiliar areas, creating a “familiarity premium.”
- A single guided visit eliminates this premium and changes both beliefs and job choices.
- Improved familiarity leads to increased willingness to accept jobs across a wider geographic area.
Implications for Policy or Development
- Low-cost interventions such as guided visits and job trials can significantly expand access to employment.
- Reducing unfamiliarity through information, exposure, and orientation can improve labor market outcomes.
- Employment programs should incorporate strategies that make cities more navigable and understandable.
- Addressing perception barriers can be as important as addressing structural constraints like wages or transport.