Effect heredity is a guideline/concept/principle, not a hard and fast rule. It's a principle to help guide us in how we may choose to characterize systems with linear in the parameters models. So it's entirely possible for a main effect to not be significant but a quadratic effect for the same factor is significant. Here's a simulated example. Note the perfectly symmetric parabola for X1. And the resultant Fit Model analysis showing only the X1*X1 term is significant. And without being entirely pedantic, when we use the word 'factor' we generally mean the physical 'thing' that is in a system. When we talk about 'effects' we talk about various ways in which a factor can be included in a linear/nonlinear for that matter model. So to say a 'factor' is NOT significant, I would interpret that as ALL the effects including that factor are not significant. But to say an 'effect' is not significant means a specific single term in the model is not significant. So in the situation below, the X1 factor is 'active', but the X1 main effect is not significant, but the X1*X1 effect is significant.
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