Role of retailer interest on shopping behavior. Retail interest is defined by marketers as the level of interest a consumer has in a given retail store. Marketing professors investigated the role of retailer interest in consumers’ shopping behavior (Journal of Retailing, Summer 2006). Using survey data collected for n = 375 consumers, the professors developed an interaction model for y = willingness of the consumer to shop at a retailer’s store in the future (called repatronage intentions) as a function of x1 = consumer satisfaction and x2 = retailer interest. The regression results are shown below. Variable bn t-Value p-Value Satisfaction 1x12 .426 7.33 6 .01 Retailer interest 1x22 .044 0.85 7 .10 Interaction 1x1x22 -.157 -3.09 6 .01 R2 = .65, F = 226.35, p@value 6 .001

a. Is the overall model statistically useful for predicting y? Test using a = .05.

b. Conduct a test for interaction at a = .05.

c. Use the b estimates to sketch the estimated relationship between repatronage intentions (y) and satisfaction 1x12 when retailer interest is x2 = 1 (a low value).

d. Repeat part c when retailer interest is x2 = 7 (a high value).

e. Sketch the two lines, parts c and

d, on the same graph to illustrate the nature of the interaction.