The Image Theory: RPM and the Allure of High Prices

Research output: Contribution to journalArticlepeer-review

10 Scopus citations


A century of debates over resale price maintenance (RPM) has generated hundreds of articles that develop a handful of theories. This article introduces a new theory—the “image theory,” which builds on one of the oldest—yet neglected—explanations that manufacturers offer for RPM: uniform retail prices for a branded good maintains the product's exclusive image, thereby luring consumers and increasing revenues.

Original languageEnglish (US)
Pages (from-to)277-307
Number of pages31
JournalAntitrust Bulletin
Issue number2
StatePublished - Jun 1 2010

ASJC Scopus subject areas

  • Economics and Econometrics
  • Law


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