There were various headlines like this on Friday when the University of Michigan survey was released. Given the rocky stock market lately, plummeting consumer sentiment sounds pretty alarming. Actually, “plummeting” or “plunging” anything sounds pretty bad.
CNBC.com ran a typical story. Some of the lowlights:
U.S. consumer sentiment dropped to its lowest point in more than three decades in early August, as fears of a
stalled recovery gelled with despair over government policies, a survey released Friday showed.High unemployment, stagnant wages and the protracted debate over raising the U.S. government debt ceiling spooked consumers, polled before the downgrade of U.S. sovereign debt by Standard & Poor’s a week ago.
All that doom and gloom! It’s enough to make the average retail investor want to go out and sell whatever stocks they haven’t already sold, or maybe add some canned goods and ammunition to the portfolio.
What none of the stories said—at least not any that I saw—is that markets tend to do better going forward when reported data is poor! You can see from the chart below that the low readings tend to roughly correspond with market bottoms.
Source: Calculated Risk
We didn’t stop there. Last time this was a big issue, J.P. got going on a research project. And guess what we found?
What actually happens to the stock market when consumer sentiment is poor? J.P. dug up all of the data from the University of Michigan’s Consumer Sentiment Index, which runs back to 1978. He broke all of the monthly observations into deciles and examined stock market returns over the subsequent five years.
When consumer sentiment was low–in the bottom three deciles–subsequent five-year returns in the S&P 500 were over 12% per year, significantly higher than the 9.3% average over the entire sample period. When consumers felt absolutely fantastic about things and sentiment was in the top decile, subsequent five-year returns were actually negative! Confident consumers engage in reckless behaviors that sow the seeds for the next downturn. Fearful consumers engage in behaviors that build the foundation for the next upturn.
Here is the chart that J.P. constructed from the data through July 2010:
Source: Dorsey, Wright Money Management
You can see from the Calculated Risk chart (often the source of some of the best economic graphics anywhere on the web), that we are again in the lower deciles. Our conclusion from our last investigation of consumer sentiment is unchanged.
It is well-known that advisory sentiment indexes can be interpreted in a contrary fashion, and it seems that consumer sentiment may fall into the same category, at least over the longer term. This is one of the many reasons investing is difficult–it is an uphill climb against human nature to be bullish when conditions are poor. To buy when the outlook is dim takes a real leap of faith–and a steadfast optimism that things will improve over time. When things seem like they can’t get any worse, it just might be because they really can’t get any worse–and are about to get better.
Don’t let the mainstream media turn you into a sucker. When investing it’s always safer to go with the data, as opposed to your emotions.


Posted by Mike Moody 






