not know they could choose individual items instead of buying a funeral package. The FTC also noted that senior citizens often do not know where to report fraud, don’t know they have been scammed in some cases, or are too ashamed to reveal it. Indeed, an AARP survey of preneed customers found that 37% did not know where they would go if they had a problem with their funeral plan. These customers also may be less likely to question authority figures, may be more socially isolated, and may be less able to gather information through other sources—like the internet. Consider this anecdote offered by one consumer: Dad wanted me to make prearranged funeral plans. He has a hard time talking to salesmen. As we began to visit with the young funeral director, Dad suddenly got very quiet and didn’t seem to be able to talk. And the funeral director began to sell Dad what he didn’t want, as if he hadn’t heard the request we made for simple Natural results of aging Aging need not come with mental and emotional challenges: Many elderly individuals lead vital, undiminished lives well into old age. For many, however, aging brings with it a special set of challenges different from other adults. Aging may alter how a person takes in and processes information, or may affect his or her way of relating to others. Although we all know people who are exceptions, psychologists and doctors maintain that elderly persons become less adept in five areas: 1. Speed of processing : Since it may take a senior citizen longer to absorb a large amount of information (such as funeral arrangements), it is important to provide this information in several ways, including written materials, and give the customer more time to let it sink in. 2. Cognitive flexibility : Cognitive flexibility refers to an adaptability to new situations and the ability to restructure one’s thinking based on new information. When we say, “you can’t teach an old dog new tricks,” we are talking about cognitive flexibility. Seniors often make decisions that are based on first impressions and gut feelings; they also tend to stick to those first impressions and feelings. As a funeral home provider, make sure your materials create a good first impression. Also, many recent industry publications focus on designing easy-to-navigate and comprehensive websites. 3. Capacity to draw inferences from information : “Capacity to draw inferences from information” means reading between the lines and understanding the implications of statements. Older adults lose some of this capacity, taking information at face value. It’s important, then, that providers spell out the implications specifically. For example, suppose the provider offers a prepayment plan that can be canceled within 30 days without a substantial penalty. However, after 30 days, the policy cannot be canceled—or a large cancellation penalty applies. An informational brochure may state, “We promise you a full refund if you change your mind in the month after you purchase the policy.” From this sentence, a senior citizen might not realize that if he or she cancels on day 31, the consequences can be severe. 4. Multitasking : Another cognitive change to be aware of is the loss of ability to multitask. Multitasking doesn’t refer to doing more than one thing at once; rather, it means switching attention and focus quickly between tasks. It makes sense that since speed of processing slows as part of the aging process, the ability to switch from one new topic to an even newer one slows as well.
cremation plans. I asked for a price list because the package of services he was showing us wasn’t what Dad had in mind. Dad didn’t seem to notice the warning I had sent to the funeral director. The director suddenly said that this other price list was probably more what we were after. I noticed the price was now half of what the other price had been. And Dad said yes, this was what he wanted. If this gentleman’s son was not there, the provider might have convinced the father to go with something more expensive than he wanted. To ensure ethical practices among funeral homes, the FTC conducts anonymous visits nationwide to make sure homes comply with the Funeral Rule. It fines violators or requires them to take classes if it finds these businesses to be noncompliant with the Rule. The practical application: If a provider is discussing one aspect of a funeral, such as casket selection, it is important not to move abruptly to another topic, such as where the service is to be held, without some kind of transition. 5. Ability to focus attention : The last change to consider is that seniors’ ability to focus decreases, as does their ability to tune out distractions. Take breaks to allow the senior to regroup. If the provider is meeting at the funeral home, it is important to ensure that planning rooms are well insulated from outside noise and motion and are not over-decorated. Developmental tasks Every life stage brings with it a specific set of developmental tasks. As a society, we often are aware of the stages that people at other ages experience. For instance, toddlers and preschoolers need parental security, but they are also developing a separate identity. Teenagers face difficulties asserting their independence. In early adulthood, individuals may struggle balancing parenting and earning an income. Parents have ample resources to help them understand and appropriately respond to their children’s developmental stages. Many self-help books offer reassurance and guidance, describing the challenges of early and middle adulthood or retirement. We are less familiar with the tasks of old age. One would not be overly surprised at a toddler throwing a tantrum; a senior citizen whose actions reflects his or her developmental tasks, however, may be subject to impatience or condescension. Others may attribute the behavior to dementia. The main task of old age, according to psychologist Erik Erikson, is to look over one’s whole life and ask, “What kind of life have I lived?” Those who can look back with gladness, forgiveness, and self-respect are able to develop a new sense of integrity and are ready for whatever comes next in life or death. Someone who concludes that his or her life was not well-lived is susceptible to despair. Planning for one’s own funeral often forces a person to confront these issues. Senior citizens also face issues of retaining and relinquishing control. The expertise of the funeral provider or agent consists in knowing and understanding the fine details of the options and explaining them to the customer, being clear as to the costs involved. The customer is the one who will compare the choices and make the final decisions.
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Book Code: FAR0626
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