After calculations Ford had concluded that $200,000 is the cost of one person's life, which would be cheaper than fixing all the vehicles with design problems. Ford could have decided not to release the Pinto model on the market, however the car was very attractive to consumers and therefore increased their profits. This conclusion was perceived as ethically wrong as Ford had decided to put people's lives at risk by placing on the market vehicles deemed unsafe if hit at an average speed, which is perceived as an absence of corporate social responsibility, this it is owed to society not to believe it can put a price on someone's life. While Ford did not fail as a company, it did suffer declining sales; “during the test period, Ford sales declined…[by] 30.6%” (Fisse & Braithwaite, 1983, p..