Second, past studies generally need to impute prices for thosewho do not have insurance or cannot recall their premium price,which likely downwardly biases estimated price sensitivities.Given that in the current environment, prices can be undefined(e.g., insurance companies can deny coverage to applicants withpre-existing conditions), assuming that each individual faces afinite going price can lead to underestimates of consumer demandas some individuals will be assumed to be turning down an offerwhen in fact they were denied coverage. We find that uninsuredindividuals are more likely to have been denied coverage in thepast, suggesting that the bias induced by assuming that the goingprice applies to everyone could be especially important in estimat-ing demand among the currently uninsured.