The Image Theory: RPM and the Allure of High Prices

Barak Y. Orbach

doi:10.1177/0003603X1005500202

The Image Theory: RPM and the Allure of High Prices

Barak Y. Orbach

Law Instruction

Research output: Contribution to journal › Article › peer-review

10 Scopus citations

Abstract

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 language	English (US)
Pages (from-to)	277-307
Number of pages	31
Journal	Antitrust Bulletin
Volume	55
Issue number	2
DOIs	https://doi.org/10.1177/0003603X1005500202
State	Published - Jun 1 2010

ASJC Scopus subject areas

Economics and Econometrics
Law

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10.1177/0003603X1005500202

Cite this

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The Image Theory: RPM and the Allure of High Prices

Abstract

ASJC Scopus subject areas

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