Second, the context for respondents’ decisions in our sampleis markedly different from the context most heavily studied bypast research: employees’ decision to join an employer-providedhealth plan. It is possible that the influence of co-workers, employ-ers and benefits counselors renders individuals less price-sensitive.As noted earlier, Gruber and Poterba (1994) study a context sim-ilar to ours—in which self-employed individuals make decisionsto purchase private (non-employer) health plans—and find similarelasticities.