title: Mean centering, multicollinearity, and moderators in multiple regression: The reconciliation redux.
abstract: In this article, we attempt to clarify our statements regarding the effects of mean centering. In a multiple regression with predictors A, B, and A × B (where A × B serves as an interaction term), mean centering A and B prior to computing the product term can clarify the regression coefficients (which is good) and the overall model fit R2will remain undisturbed (which is also good).
authors: Vanderbilt University, Nashville, TN, USA. dawn.iacobucci@owen.vanderbilt.edu.
authors: Dawn
authors: D
authors: Iacobucci
authors: Decision Sciences, Drexel University, Philadelphia, PA, USA.
authors: Matthew J
authors: MJ
authors: Schneider
authors: Marketing, Texas Tech University, Lubbock, TX, USA.
authors: Deidre L
authors: DL
authors: Popovich
authors: Marketing, Stetson University, DeLand, FL, USA.
authors: Georgios A
authors: GA
authors: Bakamitsos
mesh_terms: D015987:Effect Modifier, Epidemiologic; D006801:Humans; D008962:Models, Theoretical; D015999:Multivariate Analysis
keywords: Mean center; Moderated regression