Intro -- Contents -- List of Illustrations -- Acknowledgments -- Introduction -- Roman Reputation -- Reputation and New Institutional Economics -- Sources -- Roman Perceptions of Trade -- Chapters -- Chapter 1. Merchants and the Roman Empire -- The Pluralism of Roman Law -- Legal Enforcement and Corruption -- Controlling Roman Merchants -- Conclusion -- Chapter 2. The Nature of Reputation -- Regularity, Consistency, and Predictability: The Foundations of Reputation -- A Comparative Endeavor -- Audience -- Conclusion -- Chapter 3. Developing a Reputation, Managing a Good Name -- Making a Name for Yourself -- Living Reputation -- Reputation of the Dead -- Conclusion -- Chapter 4. Defying the Stereotype and Using Reputation -- Stereotyping the Roman Merchant -- Trust, Honesty, and New Institutional Economics -- Social Capital and the Benefit of the Doubt -- Conclusion -- Chapter 5. Institutionalizing Reputation, or Information and What to Do with It -- The Spread of Reputation -- Prevention, Policing, and Punishment -- Conclusion -- Conclusion -- Bibliography -- Index