In the article The Effect of Promotion Timing on Major League Baseball Attendance (Sport Marketing Quarterly, December

In the article €œThe Effect of Promotion Timing on Major League Baseball Attendance€ (Sport Marketing Quarterly, December 1999), T. C. Boyd and T. C. Krehbiel use data from six major league baseball teams having outdoor stadiums to study the effect of promotion timing on major league baseball attendance. One of their regression models describes game attendance in 1996 as follows ( p- values less than .10 are shown in parentheses under the appropriate independent variables):

In this model, Temperature is the high temperature recorded in the city on game day; Winning % is the home team€™s winning percentage at the start of the game; OpWin % is a dummy variable that equals 1 if the opponent€™s winning percentage was .500 or higher and 0 otherwise; DayGame is a dummy variable that equals 1 if the game was a day game and 0 otherwise; Weekend is a dummy variable that equals 1 if the game was on a Friday, Saturday, or Sunday and 0 otherwise; Rival is a dummy variable that equals 1 if the opponent was a rival and 0 otherwise; Promotion is a dummy variable that equals 1 if the home team ran a promotion during the game and 0 otherwise. Using the model, which is based on 475 games and has an R2 of .6221, Boyd and Krehbiel conclude that €œpromotions run during day games and on weekdays are likely to result in greater attendance increases.€ Carefully explain why the following part of their model justifies this conclusion: 5,059 Promo* DayGame 4,690 Promo* Weekend.

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Attendance-: 2.521 + 106.5 Temperature + 12.33 Winning (<.001) + .2248 OpWin % (<.001) (5.001) -424.2 DayGame + 4,845 Weekend + 1,192 Rival + 4,745 Promotion (5,001) .10) (<.001) +5,059 Po DayGame 4.690 Promo Weekend 696.5 Promo Rival (.001) (.001)