My CBC consists out of 4 Attributes. Attribute 1 (landscape types) has 5 levels, whereas Attributes 2 (wind), 3 (pv), and 4 (powerlines) are converted to linear Attributes. I also integrated an interaction effect of Attribute A1 and A2. Lets assume that everything is significant. The aggregate Logit results show me following effects (e.g):

A1.level1: -0.7

A1.level2: +0.4

A1.level3: -0.2

A1.level4: -0.1

A1.level5: +0.6

A2: -0,4

A3: -0.1

A4: -0,3

Interaction: A1.level1 x A2: +0,4

...

It is shown, that although A1.level1 and A2 show negative effect on the utility, the interaction of both provide positive values. How is that possible and how to deal with it?

Thanks four your support!

Regards,

Boris

So for instance, if the interaction effect A1.level1 x A2 would be -0.2 instead of -0.4 the utility would rise for 0.2 in total, which means the interaction effect would reduce the negative preference. right?