Mean-Centering and the Interpretation of Anova and Moderated Regression

ANOVA and moderated regression can yield seemingly different effects when applied to the same data. In ANOVA, main effects are estimated at their means, and interaction effects are restricted to be symmetric relative to the means. In moderated regression, constant effects are estimated at zero, and no specific pattern of interaction is imposed. As a consequence, main effects in ANOVA cannot be interpreted if the independent variables are truly categorical. We discuss how to interpret effects in moderated regression, and when to mean-center variables in moderated regression (mean-centering can overcome the arbitrary origin of interval scales but does not reduce multicollinearity).


Joachim Vosgerau and Hubert Gatignon (2007) ,"Mean-Centering and the Interpretation of Anova and Moderated Regression", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 537-540.


Joachim Vosgerau, Carnegie Mellon, US
Hubert Gatignon, INSEAD, France


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


Small but Sincere: The Impact of Firm Size and Gratitude on the Effectiveness of Cause-Marketing Campaigns

Eline L.E. De Vries, University Carlos III Madrid
Lola C. Duque, University Carlos III Madrid

Read More


Alternative “Facts”: The Effects of Narrative Processing on the Acceptance of Factual Information

Anne Hamby, Hofstra University
David Brinberg, Virginia Tech, USA

Read More


J9. The Beautified Me is Me: How Interdependence Increase Usage of Beauty App

Qin Wang, Arizona State University, USA
Andrea Morales, Arizona State University, USA
Adriana Samper, Arizona State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.