What is B0,B1, B2,B3 Do consumers react favorably to products with ambiguous colors or names? Marketingresearchers investigated this phenomenon in the Journal of Consumer Research (June2005). As a "reward" for participating in an unrelated experiment, 100 consumers weretold they could have some jelly beans available in several cups on a table. Someconsumers were offered jelly beans with common descriptive flavor names (e.g., water-melon green), while the others were offered jelly beans with ambiguous flavor names(e.g., monster green). Also, some of the consumers took the jelly beans and immediatelyleft (low cognitive load condition), while others were peppered with additional questionsdesigned to distract them while they were taking their jelly beans (high cognitive loadcondition). The researchers modeled the number (y) of jelly beans taken by eachconsumer as a function of two qualitative variables: Flavor Name (common orambiguous) and Cognitive Load (low or high). The sample mean, y , for each of the fourcombinations of the qualitative variables is shown in the accompanying table.AMBIGUOUSCOMMONLow18.07.8LoadHigh6.16.3LoadSource: Miller, E. G., & Kahn, B. E. "Shades of meaning: The effect of color and flavornames on consumer choice," Journal of Consumer Research, Vol. 32, June 2005 (Table 1).An interaction model for E(y) as a function of Flavor Name and Cognitive Load is studiedE(y) = f0+ B1x1+ B2x2 + B3x1x2,%3Dwhereif ambiguous1if high1X1 =0.x2 =0.andif commonif lowUse the information in the table to estimate the B 's in the interaction model.1. Po =18.02. P1 = 7.8%3D3. B2 = 6.14. B3 =6.3

Name: What is B0,B1, B2,B3 Do consumers react favorably to products with amb
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Description: What is B0,B1, B2,B3 Do consumers react favorably to products with ambiguous colors or names? Marketingresearchers investigated this phenomenon in the Journal of Consumer Research (June2005). As a "reward" for participating in an unrelated experiment