People who mourn for the loss of a loved one are typically not price-sensitive. They would spend more for a departed loved one than the budget they would have allocated for themselves. This is both good and bad. This is good in the sense that they pay final respects to the deceased. As author Dan Ariely pointed, the motivations that drive this behavior are “the way we want to think about the dead, their role in our lives, our role in their lives and the prospect of our own mortality” and purchase motivations that include “caring for others, helping, making amends, and finding meaning”. However, it can also be bad when the social benefit and meanings that go with it can be a huge financial burden to those who do not have the means.
While people design their lives by wanting to have a sense of control, they may also want to design death to give themselves and their families a sense of meaning, and the contentment that comes with it, even in unpleasant situations.
Four case studies of service innovation related to death are shared below. Read more