Below we fit a multiple regression model that includes some interaction terms.

> lm.fit <- lm(Sales ~ . + Income:Advertising + Price:Age, data = Carseats)
> summary(lm.fit)

Call:
lm(formula = Sales ~ . + Income:Advertising + Price:Age, data = Carseats)

Residuals:
    Min      1Q  Median      3Q     Max 
-2.9208 -0.7503  0.0177  0.6754  3.3413 

Coefficients:
                     Estimate Std. Error t value Pr(>|t|)    
(Intercept)         6.5755654  1.0087470   6.519 2.22e-10 ***
CompPrice           0.0929371  0.0041183  22.567  < 2e-16 ***
Income              0.0108940  0.0026044   4.183 3.57e-05 ***
Advertising         0.0702462  0.0226091   3.107 0.002030 ** 
Population          0.0001592  0.0003679   0.433 0.665330    
Price              -0.1008064  0.0074399 -13.549  < 2e-16 ***
ShelveLocGood       4.8486762  0.1528378  31.724  < 2e-16 ***
ShelveLocMedium     1.9532620  0.1257682  15.531  < 2e-16 ***
Age                -0.0579466  0.0159506  -3.633 0.000318 ***
Education          -0.0208525  0.0196131  -1.063 0.288361    
UrbanYes            0.1401597  0.1124019   1.247 0.213171    
USYes              -0.1575571  0.1489234  -1.058 0.290729    
Income:Advertising  0.0007510  0.0002784   2.698 0.007290 ** 
Price:Age           0.0001068  0.0001333   0.801 0.423812    
---
Signif. codes:  0 ‘***’ 0.001 ‘**’ 0.01 ‘*’ 0.05 ‘.’ 0.1 ‘ ’ 1

Residual standard error: 1.011 on 386 degrees of freedom
Multiple R-squared:  0.8761,	Adjusted R-squared:  0.8719 
F-statistic:   210 on 13 and 386 DF,  p-value: < 2.2e-16

The contrasts() function returns the coding that R uses for the dummy variables.

> attach(Carseats)
> contrasts(ShelveLoc)
       Good Medium
Bad       0      0
Good      1      0
Medium    0      1

Use ?contrasts to learn about other contrasts, and how to set them. R has created a ShelveLocGood dummy variable that takes on a value of 1 if the shelving location is good, and 0 otherwise. It has also created a ShelveLocMedium dummy variable that equals 1 if the shelving location is medium, and 0 otherwise. A bad shelving location corresponds to a zero for each of the two dummy variables. The fact that the coefficient for ShelveLocGood in the regression output is positive indicates that a good shelving location is associated with high sales (relative to a bad location). ShelveLocMedium has a smaller positive coefficient, indicating that a medium shelving location leads to higher sales than a bad shelving location but lower sales than a good shelving location.

In the model above we also have the qualitative predictor US that indicates whether a store is in the US or not. Use the contrasts() function on US:

Assume that: