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Social Support for Decision Making During Grief Due to Death

University of Nebraska—Lincoln

CATHY GOODWIN

University of Manitoba

Death creates a discontinuity in the lives of survivors. Formerly, family and friends provided social support as the bereaved reconciled the loss and created new identities for themselves. The availability of such support in postmodern society is lessened, making it more likely that the bereaved will turn to commercial service providers for support. Marketers need to prepare employees to provide such support, and assurance is needed that the support will be provided in a sensitive and ethical fashion.

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