The 3 Levels of Emotional Processing

Summary: People react user experience at 3 levels of emotional processing, as defined by Don Norman: visceral, behavioral, and reflective. Understanding these different levels is important for better UX design.

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The 3 Levels of Emotional Processing

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Therese Fessenden is a Senior Experience Specialist with Nielsen Norman Group and host of the NN/g UX Podcast. Her research focuses on understanding human behavior, attitudes, and expectations in order to better orchestrate system and service design strategies. 

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