Consumer Behavior provides students with the knowledge and skills necessary to perform consumer analyses that
can be used for understanding markets and developing effective marketing strategies. The authors have developed
what they call the Wheel of Consumer Analysis, which is a tool to help the reader understand how consumer affect
and cognition, consumer behavior, consumer environment, and marketing strategy interact. The wheel is a powerful
tool for analyzing consumer behavior and can be used to understand consumers and to guide the development of effective
marketing strategies.