Wheel of Consumer Analysis

Description of Wheel of Consumer Analysis. Explanation.

Definition Wheel of Consumer Analysis. Description.

Wheel of Consumer Analysis is a framework on consumer behavior by J. Paul Peter and Jerry C. Olson to help marketers understand how consumer affect (a consumer's feelings about stimuli and events) and cognition (the mental structures and processes involved in thinking, understanding, and interpreting stimuli and events), consumer behavior (the physical actions of consumers that can be directly observed and measured by others), consumer environment (everything external to consumers that influences what they think, feel, and do) and marketing strategy (a set of stimuli placed in consumers' environment designed to influence their affect, cognition, and behavior) interact.

The Wheel is a reciprocal system where any of the elements can be either a cause or an effect of a change at any particular time. Therefore marketing strategies should be designed not only to influence consumers but also to be influenced by them.

Compare with: Brand Identity Prism  |  Customer Relationship Management

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End of description Wheel of Consumer Analysis. An explanation.