Null hypothesis significance testing has been roundly criticized in both the marketing and CB literatures. Bayesian inference is an intuitive and flexible alternative. This pre-conference event consists of an entry level tutorial on using Bayes with experimental data. We will start with an introduction to Bayesian reasoning, and then take a look at what ANOVA and mediation analysis look and feel like under Bayes. Next, we will spend some time on popular software that will allow you to execute those analyses, and then proceed to some hands-on exercises. Attendees can also bring their own data if they so wish.
This event occurs on Friday, August 24 at the 2026 AMA Summer Academic Conference.
Registration
$75
Researchers at any level whose primary focus is experimental work, consumer psychology, or consumer behavior are encouraged to register.
Attendees are expected to use their computers.
Limited seats are available!
Pre-Conference Chair
Charles Hofacker, Persis Rockwood Professor of Marketing, Florida State University
Below is the Tentative Program Overview
An Intro to Bayesian Inference
A Quick Review of ANOVA
Bayesian ANOVA
Beliefs vs. Decisions
Break
Coffee will be served during the break.