Bayesian analysis of experimental and observational data: a review and illustration of the BANOVA R package

This article provides a review of the BANOVA R package and an illustration of its uses in Marketing Analytics. The package allows users to conduct regression analyses and analysis of variance for between-subjects, within-subjects, and mixed designs, where the dependent variable follows one of a variety of continuous or discrete distribution functions and the data may have a hierarchical structure. The package uses stan as the underlying computing engine, and enables the calculation of simple effects, floodlight analysis, and mediation analysis. The R package is illustrated through a reanalysis of the observational data by Blake et al. (Psychol Sci 32:315-325, 2021) on the relationship between misogynistic tweets and domestic violence, and of the experimental data by Srna et al. (Psychol Sci 29:1942-1955, 2018) on the perception of multitasking.