3028 WIS JI-CIVIL 3028
Wisconsin Court System, 7/2023 (Release No. 55)
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In addition, a party may plead claims for relief in the alternative, such as claiming both breach of
contract and unjust enrichment, even if these claims are inconsistent. If a contract is found to exist, the
plaintiff may recover under the contract but not in equity, as the law prohibits awarding both legal and
equitable damages based on the same conduct. See Mohns, supra, at ¶¶52-53.
If a contract is determined to exist, and the jury awards damages for breach of the contract, any award
for damages based on unjust enrichment must be set aside. Allowing both awards to stand would create a
legal paradox, as a contract cannot simultaneously exist and not exist. Consequently, a plaintiff may recover
the amount awarded for breach of contract but cannot recover for unjust enrichment or receive punitive
damages. See Mohns, supra, at ¶48.
Preventing overlapping damages: crafting a special verdict form. Since the law prohibits awarding
both legal and equitable damages based on the same conduct, it is essential to design a special verdict form
that prevents overlapping damages. As emphasized in Mohns, a verdict form may incorporate questions
regarding both breach of contract and unjust enrichment, but unjust enrichment damages are only
permissible if the jury finds no contract existed. See Mohns, supra, at ¶54.
Issue triable of right by a jury. Recovery based on unjust enrichment is sometimes referred to as an
action for “quasi contract,” Watts v. Watts, 137 Wis.2d 506, 530-531, 405 N.W.2d 303 (1987). This
doctrine has been well-recognized and long-accepted as part of Wisconsin law since 1844. See Rogers v.
Bradford, 1 Pinney Wis. 418 (1844). Quasi-contracts are legal obligations in the sense that they originated
in the courts of law and are enforced by legal remedies. Graf v. Neith Co-op. Dairy Products Association,
216 Wis. 519, 257 N.W. 618, 619 (1934). See also Arjay Investment Co. v. Kohlmetz, 9 Wis.2d 535, 539,
101 N.W.2d 700 (1960), Watts, supra, at 530, and Lawlis, supra, at 496. Because actions on the theory of
quasi-contract are actions at law, they are triable as of right to a jury. See State v. Schweda, 2007 WI 100,
¶20, 303 Wis.2d 353, 736 N.W.2d 49 (2007).
Deceptive advertising and unjust enrichment. In cases where an unjust enrichment claim is based
on allegations of deceptive or misleading advertising, the plaintiff must demonstrate that the advertisement
contained deceptive or misleading statements in violation of the relevant advertising laws, such as WIS.
STAT. § 100.18(1) and (9). See Meyer v. Laser Vision Inst., LLC, 2006 WI App 70, 290 Wis. 2d 764, ¶7,
714 N.W.2d 223. The mere presence of profit motives or commission-based sales representatives does not
automatically lead to a finding of unjust enrichment or violation of advertising laws. See Meyer, supra, at
¶11.