The Behavioral Economics of Multilevel Marketing

Authors

Heidi Liu

Abstract

Multilevel marketing companies (MLMs) - sales organizations that compensate independent consultants based on the sales and recruitment of other consultants - form a significant part of the American economy. Yet, MLMs provide little information to regulators and potential participants regarding potentially material information. Although MLMs are often compared to pyramid schemes, consultants argue that participation in a MLM allows them to make money outside of the traditional full-time labor force. This paper examines the law, economics, and psychology of MLMs, suggesting that MLMs may draw on prospective consultants' cognitive biases in persuading consultants to join and continue a MLM. Consultants may be led to focus on unlikely benefits and to conform to notions of success that seem consistent with the "American dream" - even to their financial loss.

Recommended Citation

Heidi Liu, The Behavioral Economics of Multilevel Marketing, 14 Hastings Bus. L.J. 109 (2018).
Available at: https://repository.uclawsf.edu/hastings_business_law_journal/vol14/iss1/3