What are the three levels of processing involved in how we experience things?

There are three levels of processing that shape our interactions with products and the world: visceral, behavioral, and reflective. The visceral level involves our immediate, subconscious reactions to sensory input (e.g., like/dislike). The behavioral level involves our learned, subconscious actions (e.g. skills, habits). Finally, the reflective level deals with conscious thought, deep understanding, and higher level emotions. Designers must consider all three to create products that are not only functional but also appealing and enjoyable to use.