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  • 2018
  • Working Paper

Buying the Verdict

By: Lauren H. Cohen and Umit G. Gurun
  • Format:Print
  • | Language:English
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Abstract

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 returns 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.

Keywords

Lawsuits and Litigation; Advertising; Geographic Location; Outcome or Result

Citation

Cohen, Lauren H., and Umit G. Gurun. "Buying the Verdict." NBER Working Paper Series, No. 24542, April 2018.
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About The Author

Lauren H. Cohen

Finance
→More Publications

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More from the Authors
  • Hidden Alpha By: Lauren Cohen, Manuel Amman, Alexander Cochardt and Stephan Heller
  • Century Bank: Closing Time? By: Lauren Cohen, Grace Headinger and Bill Kwon
  • An Heir with No Spare: The Deitch Family Office By: Lauren Cohen and Grace Headinger
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