For convenience, I am listing federal rules of evidence, but Wisconsin would have substantially similar rules.
The law makes no real distinction between direct and circumstantial evidence. But many rules of evidence regulate propensity evidence and when it can be considered. Propensity evidence is a subset of "character evidence." Propensity evidence is evidence a person's character that suggests that the person is likely to act in a particular manner. Usually, propensity evidence is irrelevant as a matter of law, under a specific rule, but there are important exceptions to this general rule and this is overall one of the more complicated part of the rules of evidence that apply at trial.
The case law under these rules is also involved and complex and subtle and not entirely internally consistent.
The main rules of evidence relevant to propensity in the federal rules of evidence are:
Rule 404. Character Evidence; Other Crimes, Wrongs, or Acts
Rule 405. Methods of Proving Character
Rule 406. Habit; Routine Practice
Rule 407. Subsequent Remedial Measures
. . .
Rule 412. Sex-Offense Cases: The Victim’s Sexual Behavior or
Predisposition
Rule 413. Similar Crimes in Sexual-Assault Cases
Rule 414. Similar Crimes in Child Molestation Cases
Rule 415. Similar Acts in Civil Cases Involving Sexual Assault or
Child Molestation
. . .
Rule 608. A Witness’s Character for Truthfulness or Untruthfulness
Rule 609. Impeachment by Evidence of a Criminal Conviction
Rule 610. Religious Beliefs or Opinions
. . .
Rule 701. Opinion Testimony by Lay Witnesses
Rule 702. Testimony by Expert Witnesses
Rule 703. Bases of an Expert’s Opinion Testimony
Rule 704. Opinion on an Ultimate Issue
Rule 705. Disclosing the Facts or Data Underlying an Expert’s Opinion
Rules 404 and 406 provide the core substantive general rules, with most of the other rules applying to more specific circumstances. These rules say:
Rule 404. Character Evidence; Other Crimes, Wrongs, or Acts
(a) Character Evidence.
(1) Prohibited Uses. Evidence of a person’s character or character
trait is not admissible to prove that on a particular occasion the
person acted in accordance with the character or trait.
(2) Exceptions for a Defendant or Victim in a Criminal Case. The
following exceptions apply in a criminal case:
(A) a defendant may offer evidence of the defendant’s pertinent trait,
and if the evidence is admitted, the prosecutor may offer evidence to
rebut it;
(B) subject to the limitations in Rule 412, a defendant may offer
evidence of an alleged victim’s pertinent trait, and if the evidence
is admitted, the prosecutor may:
(i) offer evidence to rebut it; and
(ii) offer evidence of the defendant’s same trait; and
(C) in a homicide case, the prosecutor may offer evidence of the
alleged victim’s trait of peacefulness to rebut evidence that the
victim was the first aggressor.
(3) Exceptions for a Witness. Evidence of a witness’s character may be
admitted under Rules 607, 608, and 609.
(b) Other Crimes, Wrongs, or Acts.
(1) Prohibited Uses. Evidence of any other crime, wrong, or act is not
admissible to prove a person’s character in order to show that on a
particular occasion the person acted in accordance with the character.
(2) Permitted Uses. This evidence may be admissible for another
purpose, such as proving motive, opportunity, intent, preparation,
plan, knowledge, identity, absence of mistake, or lack of accident.
(3) Notice in a Criminal Case. In a criminal case, the prosecutor
must:
(A) provide reasonable notice of any such evidence that the prosecutor
intends to offer at trial, so that the defendant has a fair
opportunity to meet it;
(B) articulate in the notice the permitted purpose for which the
prosecutor intends to offer the evidence and the reasoning that
supports the purpose; and
(C) do so in writing before trial — or in any form during trial if the
court, for good cause, excuses lack of pretrial notice.
and
Rule 406. Habit; Routine Practice
Evidence of a person’s habit or an organization’s routine practice may
be admitted to prove that on a particular occasion the person or
organization acted in accordance with the habit or routine practice.
The court may admit this evidence regardless of whether it is
corroborated or whether there was an eyewitness.
UPDATE related to revision of question:
The item (...) such as proving motive (...) catches my eye. If I understand correctly, the propensity evidence must suggest motive without invoking an argument reliant on character. Let me explain my (mis)understanding with an example:
The defendant is on trial for theft. They have a criminal history of
theft. The prosecutors say that due to the propensity evidence, the
defendant has a thieving character (or more extremely, has
kleptomania), and thus, has motives for theft.
In the above example, the propensity evidence is inadmissible, because
it argues via character, despite ultimately making a claim about
motive.
Criminal convictions are admissible if the defendant testifies in most cases, per Rule 609.
But, to admit evidence of a prior criminal conviction if the defendant doesn't testify, pursuant to Rule 404(b)(2), the most common argument is described as "modus operandi" (often abbreviated "M.O.") which is making a claim not just that people who have prior criminal records are more likely to commit crimes in the future (which incidentally is unequivocally true, but its excluded as a matter of law as irrelevant for policy reasons), but that the similarities between the prior act or crime and the current one distinctively suggest that in this case this particular defendant was especially likely to be engaged in a crime basically, relatively to a random person even if that random person happened to have a criminal record.
For example, suppose someone's house key is stolen from their purse, but the prosecutor wants to press charges not just for larceny, but for attempted burglary. The prosecutor could introduce that this particular defendant has two prior convictions for stealing house keys and then using that house key to come into someone's house while they are away from home to steal things from their home, in order to show that the defendant's motive for stealing the house key was not to simply steal a $2 duplicate piece of metal, but to use that key as a first step in a larger plan to burglarize a home which is a much more serious offense.
In contrast, a prior conviction for securities fraud, while it might show dishonestly in general and might be admissible if the defendant testified, would not be admissible to show that the theft of the house key from someone's purse was part of a larger plan to burglarize that person's home.
An allowed example would then be:
The defendant is on trial for the theft of ancient Egyptian relics.
The defendant has a criminal history of stealing ancient Egyptian
relics. The prosecutors use this propensity evidence to suggest the
defendant has a collection of Egyptian relics, and/or a
fascination/obsession of/over ancient Egyptian relics.
The first suggestion is not a matter of character, but simply a claim
about the defendant possessing a collection. The second suggestion is
more borderline, as whether one is to view "a fascination/obsession
of/over ancient Egyptian relics" as a part of their character, or as
merely a non-physical possession/quirk is hard to say for me.
Both kinds of evidence in this example would be character evidence that is admissible pursuant to 404(b)(2). The first is evidence of character relevant to show motive, motive, knowledge, absence of mistake, and lack of accident. It shows the character trait of being an Egyptian relics lover. The second would be admissible to show modus operandi (which is something of an amalgam of the 404(b)(2) factors).