Cols. (4) and (5) show that the coefficient estimate is robust to using a pro bit specification or adding individual fixed effects,respectively. Col. (6) replicates the specification in col. (3) but uses only observations arising from the first price-point offered each respondent—that is, Questionnaire A respondents’ response to a $4000 premium are compared to Questionnaire B respondents’response to a $3000 premium. Compared to the previous columns,the point-estimate is slightly smaller in magnitude, consistent with the arc elasticity between these two points in Fig. 1 also being slightly smaller in magnitude than other price-point comparisons,but the result is still highly significant despite the substantially smaller sample size.