I have used two models: (1) binary logistics regress , when I regress I found some objective based variables are significant and negative against the theory and my hypothesis. The nature of the variables are continuous, dummy and categorical; and , (2) In the second stage, I employed Tobit model to estimate the maximum amount to pay to certain hypothetical market. Likewise, I found same wrong sign of sig variables (variable are, ordinal, categorical, dummy, continuous)

With theory and literature can't heading forward.

Literature says wrong signs brought because of:

(i) Bad Economic Theory; (ii) omitted variable; (iii) high variance; (iv) selection bias, (v) data definition/measurement error; (vi) outliers; (vii) simultaneity/lack of identification; (viii) bad instrument; (ix) specification error; (x) ceteris paribus confusion; (xi) interaction terms; (xii); Regression of the mean; (xiii) common trends, and so on.

So how to do it? Any suggestion to get rid of it?

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