This paper examines the corporate reaction to a major U.K. accounting proposal, the 1976 exposure draft which called for the introduction of current cost accounting as the primary accounting convention. Written submissions to the U.K. rule-making body are analyzed and four categories of preference identified. Probit analysis reveals that the expected cost of compliance is the most significant factor in shaping corporate preference. In addition, firms at risk of government investigation are more likely to support and service sector firms are more likely to oppose the proposed standard.