Paper short abstract:

What happens when people begin to lose confidence in their societal economic system? They can decide to enter in an alternative one. The moment of their choice allows us to see what really happens in the transfer from one system of beliefs to another one.

Paper long abstract:

What happens when people begin to lose confidence in their societal economic system? They can decide to enter in an alternative one. The moment of their choice, when they start feeling some attraction for an alternative economic proposition, allows us to see what really happens in the transfer from one system of beliefs to another one. People do not just lose faith. At the same time, they have already started to believe in something else. The beliefs have changed. They enter in tension with the previous ones and cause conflicts at different levels concerning their self-identity, their family and eventually the society they live in. In my communication, I will try to describe how a multi-level marketing (MLM) can be integrated at the same time as it questions the dominant capitalism system. In changing their references, the distributors can be perceived by others as traitors while they consider themselves as pioneers. I will show the conditions of possibility of this conversion.