Open Access. Powered by Scholars. Published by Universities.®
Operations and Supply Chain Management Commons™
Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Operations and Supply Chain Management
What's In A Name? Public Perceptions Of Multi-Level Marketing, Robert A. Peterson, Jeffrey A. Peterson
What's In A Name? Public Perceptions Of Multi-Level Marketing, Robert A. Peterson, Jeffrey A. Peterson
Atlantic Marketing Journal
This paper presents the results of a nationwide survey of the American public’s general familiarity with, and perceptions of, multi-level marketing, direct selling, and social selling. Survey respondents were most familiar with direct selling; there was no substantive difference in familiarity with multi-level marketing and social selling. Respondents familiar with the three terms possessed perceptions of them that were significantly more positive than were the perceptions of respondents reporting not being familiar with the terms. Across all terms, male respondents reported being more familiar with, and more positively disposed toward, them than did female respondents. Respondents 55 years of age …