A Content Analysis of Framing of Competitor Discussion in Analyst Reports

• In Event: Financial Accounting & Reporting 1
  In Paper Session: Financial Accounting & Reporting I

Abstract

Analysts enjoy a large degree of flexibility in both the information content and wording of their reports. The purpose of this study is to identify how competitor performance is discussed in favorable analyst reports of large subject companies. Utilizing an exploratory manual quantitative content analysis, we examined 441 analyst reports over a one year period to isolate the typical frames used by analysts when discussing competitor performance in their reports. In addition, we assess whether there are significant correlations between certain competitor performance discussion frames and analyst optimism in regards to forecasts, and whether competitor performance framing and analyst optimism vary by industry.

Authors

• Kristen Kelli Saunders, University of South Carolina

• Carolyn Westfall, University of South Carolina