In a two factor factorial design with two design factors A and B, why do we generally include the interaction term in the model? What is the major concern if the model ignores the interaction effect?

Big Ideas Math A Bridge To Success Algebra 1: Student Edition 2015
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ISBN:9781680331141
Author:HOUGHTON MIFFLIN HARCOURT
Publisher:HOUGHTON MIFFLIN HARCOURT
Chapter4: Writing Linear Equations
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In a two factor factorial design with two design factors A and B, why do we generally include the interaction term in the model? What is the major concern if the model ignores the interaction effect? 

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