여기선 특별히 앞에 언급된 사람들을 제외한 나머지 모든 사람들 ~ 이란 뉘앙스가 아닙니다!
즉, some ~ , others ~ 식 문맥이라서, the others는 어울리지 않습니다! others가 맞습니다
The results show that those(=people) with mugs demand roughly twice as much to give up their mugs as others are willing to pay to get one.