Levels of Processing: Reflective, Behavioral, and Visceral

Hearing the steady repetition of whoosh whoosh whoosh from 1000 feet overhead, I look-up to spot a helicopter making its way across the sky. As I observed the flying machine, feelings of awe and amazement came to mind as I reminisced about my experiences learning to fly a small R-22. This experience involved what Don Norman refers to as the reflective level, where an individual responds in a conscious, reflective manner to previous events. It is during this type of processing that an individual develops strong emotions that could impact their responses to future events.

Looking down the field I spot a receiver making a break for an open space just shy of the end zone. Seeing as she's created good separation between her and her defender, I shift my weight, step with one foot, pull-back and release the frisbee towards my target. This experience occurred at what Norman refers to as the behavioral level, where we respond with learned actions in a largely subconscious manner. While I was conscious of the decision I made to throw the frisbee, the series of actions that occurred afterward to get the frisbee to the target had been rehearsed so many times through repetition that the actions are now subconscious. Actions are learned through a feedback cycle. If the feedback after performing the does not align with the expectation, adjustments are made.

I flinch, a bit startled as a little creature zooms by my head, just out of reach. This sudden reaction occurred at what Norman referred to as the visceral level, where we respond quickly and subconsciously, without awareness or control. The emotion that follows is a reaction to the immediate present. The learning that occurs at this level is the result of adaption and classical conditioning. During that brief, unexpected encounter with the hummingbird, I had no time to even think about my response. The emotions that result are the least permanent.