Since this analysis about interaction, a negative beta or r means 3 possibilities:
(1) the seed region tends to reduce the context effect on the target region; or
(2) the context tends to reduce the effect of the seed region on the target region;
(3) both (1) and (2).
The analysis can't differentiate among the 3 possibilities. Applying to your situation, the context is just the weighted contrast, for example, 5nR, among those 7 conditions.