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Interpreting Interactions: Raw Means or Residual Means?

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  • Ross, William T, Jr
  • Creyer, Elizabeth H

Abstract

Interpreting interactions is important in analyzing data generated by the NOVA family of techniques. In this article, we examine how to specify the cell means used to describe an interaction. Although most researchers utilize the raw means that are the output of most analysis packages, R. Rosenthal and R. L. Rosnow suggest an alternative procedure, removing the treatment effects (and possibly the grand means) from the group means and then examining the interaction in isolation. We examine why and under what circumstances it is appropriate to use residual means to examine interactions. How the use of raw means versus residual means affects interpreting interactions is examined in the context of a demonstration experiment. After that, a procedure for interpreting interactions is presented. Copyright 1993 by the University of Chicago.

Suggested Citation

  • Ross, William T, Jr & Creyer, Elizabeth H, 1993. "Interpreting Interactions: Raw Means or Residual Means?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(2), pages 330-338, September.
    • Handle: RePEc:oup:jconrs:v:20:y:1993:i:2:p:330-38
    DOI: 10.1086/209353
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    Cited by:

    1. Otterbring, Tobias & Wästlund, Erik & Gustafsson, Anders & Shams, Poja, 2014. "Vision (im)possible? The effects of in-store signage on customers’ visual attention," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 676-684.
    2. Wästlund, Erik & Otterbring, Tobias & Gustafsson, Anders & Shams, Poja, 2015. "Heuristics and resource depletion: eye-tracking customers’ in situ gaze behavior in the field," Journal of Business Research, Elsevier, vol. 68(1), pages 95-101.
    3. Frank, Darius-Aurel & Otterbring, Tobias, 2023. "Being seen… by human or machine? Acknowledgment effects on customer responses differ between human and robotic service workers," Technological Forecasting and Social Change, Elsevier, vol. 189(C).

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