Echambadi, Raj; Hess, James D. - In: Marketing Science 26 (2007) 3, pp. 438-445
The cross-product term in moderated regression may be collinear with its constituent parts, making it difficult to … mean-centered data, so the collinearity problem in the moderated regression is unchanged by mean-centering. Many empirical … marketing researchers commonly mean-center their moderated regression data hoping that this will improve the precision of …