The Demand for E-Cigarettes is Elastic

"We then calculate an e-cigarette own-price elasticity of -2.6" (Cotti, Chad D. and Courtemanche, Charles and Maclean, Catherine and Nesson, Erik and Pesko, Michael and Tefft, Nathan, The Effects of E-Cigarette Taxes on E-Cigarette Prices and Tobacco Product Sales: Evidence from Retail Panel Data (January 2020). NBER Working Paper No. w26724. Available at SSRN: https://ssrn.com/abstract=3535316).

Is the demand facing an individual seller more likely to be -10 or -0.9 if the demand for the product is -2.6?