TABLE 3—

Conceptual Model of Influences on Company Decisions to Submit to Industry Self-Regulation

Decision Influence	Definition	Components
Sales impact	Effects on the specific products and market segment targeted by the action	Lost sales of targeted products in targeted market segment
		Sales gains in substitute products in targeted market segment
		Sales gains in targeted products in other market segments (e.g., because of positive publicity and enhanced public image)
Competitive impact	Effects on the company’s competitive position in the market generally	Competitors’ decisions to cooperate or defect
		Effect of positive or negative publicity on sales in other market segments and product lines
Regulatory impact	Avoidance of more-burdensome regulation	Litigation avoided
		Lawmaking avoided