Rationality of Stock Splits: The Target-Price Habit Hypothesis

The question of why firms exercise stock splits has inspired research for some time. Signalling and optimal trading range hypotheses are possible explanations for stock splits. This paper considers the sociological aspects of maintaining a stable target-price habit. It argues that one of the principal reasons for stock splits is to conform to the market norm, which is established by mutual reinforcement among financial analysts, managers, and investors. Models based on economic reasons alone do not fully explain the rationality of stock splits.