Introduction § 1 Research questions § 2 Outline § 3 Terminology § 4 Basics of behavioural economics Chapter 1: Treatment of vertical agreements under EU competition law and economic evaluation§ 1 Current assessment of vertical agreements under EU competition law § 2 Economic evaluation of the EU's current rules on vertical agreements, particularly on online distribution § 3 A comparative perspective: vertical agreements under US law § 4 Conclusion Chapter 2: A different explanation for the EU's stance on vertical agreements: consumer autonomy? § 1 Consumer autonomy as an argumentative force behind the EU's approach to vertical agreements § 2 Consumer autonomy as a goal of EU competition law § 3 Conclusion Chapter 3: Making autonomy workable in the context of vertical agreements § 1 How can vertical agreements influence consumer decisions? § 2 When do vertical agreements restrict competition based on consumer autonomy? § 3 Implications for EU competition law § 4 Conclusion Summary