The Image Theory: RPM and the Allure of High Prices

23 Pages Posted: 26 Dec 2009 Last revised: 18 May 2010

Date Written: May 17, 2010


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 branded goods maintain the product’s exclusive image, thereby luring consumers and increasing revenues.

Keywords: Antitrust, RPM, Resale Price Maintenance,Trademarks, Luxury Goods, Status Goods

Suggested Citation

Orbach, Barak, The Image Theory: RPM and the Allure of High Prices (May 17, 2010). Antitrust Bulletin, 2010, Arizona Legal Studies Discussion Paper No 09-39, Available at SSRN:

Barak Orbach (Contact Author)

University of Arizona ( email )

1201 E. Speedway Blvd.
Tuscon, AZ 85721-0176
United States
520-626-7256 (Phone)

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