Description: It’s not part of Marketing 101, but the next uptick in your firm’s sales could be in the days after its earnings announcement. In the 10 days after an earnings announcement, publicly held firms see an average increase of 1.1% in consumer footfalls at their brick-and-mortar stores and in online sales, according to a recent research paper by Wharton accounting professor Christina Zhu along with Stanford University accounting professor Suzie Nohand MIT Sloan School professor of management and accounting Eric C. So.

Source: knowledge.wharton.upenn.edu

Date: Feb 21, 2022

Link: https://knowledge.wharton.upenn.edu/article/financial-reporting-affects-consumers/

Questions for discussion:

• What does the report say about the way financial publicity affects and shapes consumer behavior?
• What are the explanations presented?
• What else might explain this behavior?
• How should marketers use this insight?