It’s a subject that makes us uneasy — not to be discussed in polite company — but that discomfort doesn’t change the fact that funerals are big business in the United States.
The average funeral costs $7,200. Despite the size of the expenditure, very little research has delved into why people spend what they do.
University of Georgia marketing professor Sarah Whitley decided to look at the consumer psychology of funeral expenditures empirically to understand what motivates the spending decisions associated with funeral planning.
Whitley’s research found that the spending on funerals was driven by a need to care for