The present paper seeks to analyze if a fake news shock that affected the stock prices of the European construction company Vinci S.A., in November 2016, had any component of persistence in its dissipation. The paper constructs three contractual models to trace alternative trajectories for the price that Vinci stocks would have followed in the absence of the shock.The basic premise of this paper is that asset prices are composed both by noise and fundamental, and a fake news shock is a sort of natural phenomena in finance that makes it possible to identify the noise and the fundamental that compose prices. When false information is taken as true, all agents become temporally noise traders and when the noise is revealed, the market comes back to operate based on fundamental. The models point to a temporary stickiness of noise during the return of the prices to their fundamentals after the shock, contradicting the assumption of immediate incorporation of information to the price proposed by some Efficient Market Theories. The models have demonstrated to be well specified and they all have pointed to the same conclusions, conferring robustness to the results.