全球智库信息集成服务系统(G2TT): Buying the Verdict

G2TT

来源类型	Working Paper
规范类型	报告
DOI	10.3386/w24542
来源ID	Working Paper 24542
	Buying the Verdict
	Lauren H. Cohen; Umit G. Gurun
发表日期	2018-04-23
出版年	2018
语种	英语
摘要	We document evidence that firms systematically increase specialized, locally targeted advertising following the firm being taken to trial in that given location - precisely following initiation of the suit. In particular, we use legal actions brought against publicly traded firms over the 20 year sample period that progress to trial from 1995-2014. In terms of magnitude, the increase is sizable: targeted local advertising increases by 23% (t=4.39) following the suit. Moreover, firms concentrate these strategic increases in locations where the return on their advertising dollars are largest: in smaller, more concentrated advertising markets where fewer competitor firms are advertising. They focus their advertisement spikes specifically toward jury trials, and in fact specifically toward the most likely jury pool. Lastly, we document that these advertising spikes are associated with verdicts, increasing the probability of a favorable outcome.
主题	Microeconomics ; Households and Firms ; Financial Economics ; Corporate Finance ; Other ; Law and Economics ; Industrial Organization ; Market Structure and Firm Performance ; Accounting, Marketing, and Personnel
URL	https://www.nber.org/papers/w24542
来源智库	National Bureau of Economic Research (United States)
引用统计
资源类型	智库出版物
条目标识符	http://119.78.100.153/handle/2XGU8XDN/582215
推荐引用方式 GB/T 7714	Lauren H. Cohen,Umit G. Gurun. Buying the Verdict. 2018.

条目包含的文件
文件名称/大小	资源类型	版本类型	开放类型	使用许可
w24542.pdf（840KB）	智库出版物		限制开放	CC BY-NC-SA	浏览