The stock market has been studied and analyzed by scholars and investors for a long time. This paper aims to compare the applicability of the Fama-French three-factor (FF3F), five-factor (FF5F), and Carhart four-factor models (Carhart 4F) in the U.S. consumer discretionary sector. For the market return, data is obtained from the U.S. Consumer Discretionary Sector ETF (VCR), covering a period from 2014 to 2024, comprising 120 months. Regression results indicate that the FF3F model performs the best, explaining 89.41% of the returns. Although the FF5F and Carhart 4F models show slight improvements, additional factors (WML, RMW, CMA) are statistically insignificant. A restructured model that contains market premium (Rm-Rf), size (SMB), and investment (CMA) factors is proved to be more effective, with market premium and small-cap stocks, as well as high investment firms, driving higher returns. This research provides experiential evidence on the efficacy of factor models in the U.S. consumer discretionary sector's stock market.
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