The website of an auto manufacturer allows visitors to configure the car they like so they can see how it looks. Visitors can pick their favorite color and body style, such as coupe, sedan, or SUV. The manufacturer measures their satisfaction by how long they linger on the website. Using a two-way design that crosses color by body style, the manufacturer has collected data for visit times. What would it mean for the manufacturer to find an interaction between color and body style?
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