negative coefficient for yellow flower colour suggests that yellow
would be less preferred than the reference level of black. A low
price was also significantly preferred, and the negative coefficient
was larger than in both other groups. The respondents in this
class would be willing to pay an extra $1.31 for a rare versus a
common plant (p 6 0.01) but would need a $2.52 discount before
they would be willing to accept a yellow-flowered plant
(p 6 0.05).