I am running a regression model in R including the following variables:
- Intent = continuous DV
- Attitude = continuous IV
- Story = categorical IV in 4 levels: Consumer, Heritage, Vision and Product
- Style = categorical IV in 4 levels: Amiable, Analytical, Driver and Expressive
Categorical variables are dummy coded. I ran the following regression in R:
model 4 = glm(Intent ~ Story + Style + Attitude + Story*Style)
Results of this regression are found here under model 4:
Naturally, R sets one story type and one style as reference groups, in my case the Consumer story and the Amiable style. My only issue is, how can I draw conclusions for these reference groups?
My goal is to be able to say "For Analytical styles, purchase intent is most positive when presented with a Product story". As the results show with a coefficient of 1.063 for Product*Analytical. But how can I derive a similar conclusion for Amiable people?
Any help is welcome <3