The seller of funerals has, one gathers, a preconceived, stereotyped view of his customers. To him, the bereaved person who enters his establishment is a bundle of guilt feelings, a snob, and a status seeker. The undertaker feels that by steering his customer to the top-priced casket, he is giving him his first dose of grief therapy, for, according to a trade magazine, "the focus of the buyer's interest must be the casket, vault, clothing, funeral cars, etc.—the only tangible evidence of how much has been invested in the funeral—the only real status symbol associated with a funeral service."
Whether or not one agrees with this rather unflattering appraisal of the average person who has suffered a death in the family, it is nevertheless true that the funeral transaction is generally influenced by a combination of circumstances which bear upon the buyer as in no other type of business dealing: the disorientation caused by bereavement, the lack of standards by which to judge the value of the commodity offered by the seller, the need to make an on-the-spot decision, general ignorance of the law as it affects disposal of the dead, and the ready availability of insurance money to finance the transaction. These are worth analyzing because they predetermine to a large extent the outcome of the transaction.
The buyer's frame of mind will vary, obviously, according to the circumstances which led him to the funeral establishment. The great majority of funeral buyers, as they are led through their paces at the mortuary—whether shaken and grief-stricken or merely looking forward with pleasurable anticipation to the reading of the will—are assailed by many a nagging question: What is the right thing to do? I am arranging this funeral, but surely this is no time to indulge my own preferences in taste and style. What will her family and friends expect? How can I avoid criticism for inadvertently doing the wrong thing? And, above all, it should be a nice, decent funeral - but what is a nice, decent funeral?
Which leads us to the second unusual aspect of the funeral transaction: the buyer's almost total ignorance of what to expect when he enters the undertaker's parlor. What to look for, what to avoid, how much to spend. The funeral industry estimates that the average individual has to arrange for a funeral only once in fifteen years. The cost of the funeral is the third largest expenditure, after a house and a car, in the life of an ordinary American family. Yet even in the case of an old relative whose death may have been fully expected and even welcomed, it is most unlikely that the buyer will have discussed the funeral with anybody in advance.
Because of the nature of funerals, the buyer is in a quite different position from one who is, for example, in the market for a car. Visualize the approach. The man of prudence and common sense who is about to buy a car consults a consumer's research bulletin or seeks the advice of his friends; he knows in advance the dangers of rushing into a deal blindly. In the funeral home, the man of prudence is completely at sea without a recognizable landmark or bearing to guide him. It would be an unusual person who would examine the various offerings and then inquire around about the relative advantages of the Monaco casket by Merit and the Valley Forge by Boyertown. In the matter of cost, a like difference is manifest. The funeral buyer is generally not in the mood to compare prices here, examine and appraise quality there.
The third factor which confronts the buyer is the need to make an on-the-spot decision. Impulse buying, which should ordinarily be avoided, is here a built-in necessity. The convenient equivocations of commerce—"I'll look around a little, and let you know," "Maybe, I'll call you in a couple of weeks if I decide to take it"—simply do not apply in this situation.
Popular ignorance about the law as it relates to the disposal of the dead is a factor that sometimes affects the funeral transaction. People are often astonished to learn that in no state is embalming required by law except in certain special circumstances, such as when the body is to he shipped by common carrier.
The funeral men foster these misconceptions, sometimes by coolly misstating the law to the funeral buyer and sometimes by inferentially investing with the authority of law certain trade practices which they find convenient or profitable to follow. This free and easy attitude toward the law is even to be found in those institutes of higher learning, the colleges of mortuary science, where the fledgling undertaker receives his training. For example, it is the law in most states that when a decedent bequeaths his body for use in medical research, his survivors are bound to carry out his directions. Nonetheless, an embalming textbook disposes of the whole distasteful subject in a few misleading words: "Q: Will the provisions in the will of a decedent that his body be given to a medical college for dissection be upheld over his widow? A: No…No one owns or controls his own body to the extent that he may dispose of the same in a manner which would bring humiliation and grief to the immediate members of his family."
I had been told so often that funeral men tend to invent the law as they go along (for there is a fat financial reward at stake) that I decided to investigate this situation at firsthand. Armed with a copy of the California code, I telephoned a leading undertaker in my community with a concocted story: my aged aunt, living in my home, was seriously ill—not expected to live more than a few days. Her daughter was coming here directly; but I felt I ought to have some suggestions, some arrangements to propose in the event that— Sympathetic monosyllables from my interlocutor. The family would want something very simple, I went on, just cremation. Of course, we can arrange all that, I was assured. And since we want only cremation, and there will be no service, we should prefer not to buy a coffin. The undertaker's voice at the other end of the phone was now alert, although smooth. He told me, calmly and authoritatively, that it would be "illegal" for him to enter into such an arrangement. "You mean it would be against the law?" I asked. Yes, indeed. I took a deep breath and pressed on: "In that case, perhaps we could take the body straight to the crematorium in our station wagon?" A shocked silence, followed by an explosive outburst: "Madam, the average lady has neither the facilities nor the inclination to be hauling dead bodies around!" (Which was actually a good point, I thought.)
I tried two more funeral establishments and was told substantially the same thing: cremation of an uncoffined body is prohibited under California law. This was said, in all three cases, with such a ring of conviction that I began to doubt the evidence before my eyes in the state code. I reread the sections on cremation, on health requirements; finally I read the whole thing from cover to cover. Finding no reference to an uncoffined body, I checked with an officer of the Board of Health, who told me there is no law in California requiring that a coffin be used when a body is cremated.
It is, however, true that most privately owned crematoria have their own privately established rule that they will not cremate without a coffin. After all, why not? Many are in the casket-selling business themselves, and those that are not depend for their livelihood on the goodwill of undertakers who are.
Cemetery salesmen are also prone to confuse fact with fiction to their own advantage in discussing the law. Cemeteries derive a substantial income from the sale of vaults. The vault, a cement enclosure for the casket, is not only a money-maker; it facilitates upkeep of the cemetery by preventing the eventual subsidence of the grave as the casket disintegrates. In response to my inquiry, a cemetery salesman (identified on his card as a "memorial counsellor") called at my house to sell me what he was pleased to call a "pre-need memorial estate"—in other words, a grave. After he had quoted the prices of the various graves, the salesman explained that a minimum of $120 must be added for a vault, which, he said, is "required by law." Why is it required by law? To prevent the ground from caving in. But suppose I should be buried in one of those eternal caskets made of solid bronze? Those things are not as solid as they look; you'd be surprised how soon they fall apart. Are you sure it is required by law? I've been in this business fifteen years, I should know. Then would you be willing to sign this! I had been writing on a sheet of paper, "California State Law requires a vault for ground burial.") The memorial counsellor swept up his colored photographs of memorial estates, backed out the door, and fled down the street.
The fifth unusual factor present in the funeral transaction is the availability to the buyer of relatively large sums of cash. The family accustomed to buying every major item on time—car, television set, furniture—and to spending to the limit of the weekly paycheck suddenly finds itself in possession of insurance funds and death-benefit payments, often from a number of sources. It is usually unnecessary for the undertaker to resort to crude means to ascertain the extent of insurance coverage. A few simple and perfectly natural questions put to the family while he is completing the vital-statistics forms will serve to elicit all he needs to know. For example, "Occupation of the deceased?" "Shall we bill the insurance company directly?"
The undertaker knows, better than a schoolboy knows the standings of the major league baseball teams, the death-benefit payments of every trade union in the community, the social security and workmen's compensation scale of death benefits, the veterans' and servicemen's death benefits.
At the lowest end of the scale is the old-age pensioner, most of whose savings have long since been spent. He is among the poorest of the poor. Nevertheless, most state and county welfare agencies permit him to have up to 81000 in cash; in some states he may own a modest home as well, without jeopardizing his pension. The undertaker knows that under the law of virtually every state the funeral bill is entitled to preference in payment as the first charge against the estate. (Efforts in some states to pass legislation limiting the amount of the priority for burial costs to, say, $500 have been frustrated by the funeral lobby.) There is every likelihood that the poor old chap will be sent out in high style unless his widow is a very knowledgeable customer.