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Coefficient magnitude

The coefficients from our model for the total auction price of MarioKarts as a function of auction duration and starting price are shown below.

Call:
lm(formula = totalPr ~ duration + startPr, data = mario_kart)

Coefficients:
(Intercept)     duration      startPr  
     51.030       -1.508        0.233  

A colleague claims that these results imply that the duration of the auction is a more important determinant of final price than starting price, because the coefficient is larger. This interpretation is false because:

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