Wheel of Consumer Analysis

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Description of Wheel of Consumer Analysis. Explanation.


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Definition Wheel of Consumer Analysis. Description.

Wheel of Consumer Analysis is a framework by J. Paul Peter and Jerry C. Olson to help marketers understand consumer behavior in order to design their marketing strategy. The model structures the phenomena in and around consumer behavior into 3 categories or elements:

  • Consumer Affect and Cognition. Consumer affect involves a consumer's feelings about stimuli and events. Consumer Cognition involves 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. By influencing this behavior, marketers can increase sales of their products and services.
  • Consumer Environment: Everything external to consumers that influences what they think, feel, and do). It is the place or medium where stimuli to influence consumers are to be placed.

In the center of the model is the Marketing Strategy: a set of stimuli placed in consumers' environment designed to influence their affect, cognition, and behavior.

Characteristics of the Wheel of Consumer Analysis.

  • Reciprocal System: 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.
  • Dynamic System: All its elements (normally) change continuously.
  • Multi-level System: The Wheel of Consumer Analysis can help to analyze consumer behavior at any level:
    • Individual consumer
    • Market segment
    • Industry or sector
    • Society as a whole

Consumer Analysis Forum
  Disposal Behavior of Consumer in Service Marketing
I have a question about disposal behavior in consumer behavior. A bundle definition of consumer behavior always includes consumer's disposal behavior, both in goods or services usage.
For example, Kotler (2000) defines consumer behavior a...

Consumer Analysis Special Interest Group

Special Interest Group


Best Practices - Consumer Analysis Premium

Expert Tips - Consumer Analysis Premium

Self-gifting Buying Behavior

Clarke and Mortimer (2013) assess the motivations of self-gifting behavior and its following post-purchase regret. Self-gifting refers to buying produ...
Usage (application): Consumer Marketing, Self-Gifting, Consumption Behavior, Consumer Behavior

Resources - Consumer Analysis Premium

Brief Introduction Into the Wheel of Consumer Analysis

This presentation provides an introduction into the Wheel of Consumer Analysis, and includes the following sections:
1. Wheel of Consumer Analysi...
Usage (application): Wheel of Consumer Analysis, Marketing Strategy, Consumer Behavior

Consumer Buyer Behavior & Business Buyer Behavior

Presentation about both consumer buying behavior business buying behavior. First consumer buying behavior is explained and outlined. After that the bu...
Usage (application): Marketing, Strategy Decision

Affective Versus Cognitive Consumption Behavior

This presentation provides information about consumption behavior and includes the following sections:
1. What is Marketing?
2. What is Cons...
Usage (application): Consumption Behavior, Consumer Behavior


Consumer Analysis


Consumer Analysis


Consumer Analysis


Consumer Analysis

Compare with: Brand Identity Prism  |  Customer Relationship Management  |  Multitasking Consumer

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