Hi @david_gillespie ,
It sounds like you might be getting confused with how JMP performs it's coding/parameterization behind the scenes as @Mark_Bailey points out, or what the coefficients/signs for the factors A and B are. The coding -1/1 is the low/high coding in JMP and not the coefficients for the factors. That would only be determined after performing the DOE and then running the Fit Model on the results. The response is what tells you HOW A and B might interact or self-interact, and it gives you the sign of the coefficients for the terms that you propose in the model. If a term you propose is not relevant, it will have a large p-value, and the standard error on the estimate (for the coefficient of the term) will be larger in magnitude that the magnitude of the term itself. For example, if you get an estimate for the A*A*B term that is -2.2 and the standard error is 5 (5 > |-2.2|), then you know that term doesn't have any significant influence on the response and you can remove it from the model.
In your example above, it appears as if you KNOW the sign of the coefficient of each term. The resulting sign of any of those combinations that you propose is entirely dependent on how many negatives and positives you are multiplying together, so no surprise there. No phenomenon to try and describe.
If you have reason to believe that B truly affects the self interaction term A*A, then B and A are not truly independent variables. If B affects A*A, it must also affect A to some degree. If not, how could B affect A*A?
If you have two truly independent factors, like temperature (A) and time (B), then there will be no correlation between them. However, there might be some other term, like energy (C) a covariate, which is some combination of A and B, such as A*B or A+B. In that case, C would always be correlated with both A and B. So, in this case, the main terms A and B are uncorrelated, and the mixed term C would be correlated with A and B. So those mixture terms: C*A (e.g., A*B*A) or C*B (e.g., A*B*B) would always have some correlation in it.
Hope this helps,
DS