February 23, 2015 at 11:28AM
"[A] model of human cognition and emotion is three levels of processing: visceral, behavioral, and reflective." #readingToday

The mind and brain are complex entities, still the topic of considerable scientific research. One valuable explanation of the levels of processing within the brain, applicable to both cognitive and emotional processing, is to think of three different levels of processing, each quite different from the other, but all working together in concert. Although this is a gross oversimplification of the actual processing, it is a good enough approximation to provide guidance in understanding human behavior. The approach I use here comes from my book Emotional Design. There, I suggested that a useful approximate model of human cognition and emotion is to consider three levels of processing: visceral, behavioral, and reflective.

Design of Everyday Things Revised, Don Norman´╗┐