Explain seven stages of actions and three levels of processing

Q.What are the three levels of processing? Explain.(5 M)(DEC 16/MAY 16/MAY 18)

Q.What are three levels of processing and seven stages of Action? How they are interrelated to each other?(10 M) (MAY 17)

Q.Explain seven stages of actions and three levels of processing.(10 M) (DEC 18/MAY 19)

Ans:-Three levels of processing as follows:

i    Visceral

ii   Behavioral 

iii  Reflective

Fig: Three levels of processing 

i. Visceral Level:

•  The most immediate level of processing.
•  Here the human reacts to audio, visual and other aspects of a product before experience it
•  It is the most primitive type of mental processing
•  Quick analysis and response to situations to determine whether there is a threat or an opportunity
• The look and feel of the product dominates the user in this level
• Our brain is trained to like and dislike based on our cultural belief and social upbringing
• Sends appropriate signals to the muscles (the motor system) and alerts the rest of the brain
• This is the start of effective processing
• E.g. Kids like Red or dark colors

 ii. Behavioral Level:

• Behavioral level is the site of most human behavior
• The emotional brain takes control of the decision making
• Allows us to analyze a situation, alter behavior
• Semantics and usability practices are addressed in this level.
• The behavioral level is the site of most human behavior
• The behavioral level is common to mammals and both the visceral and behavioral level can receive direct sensory input

iii. Reflective:

• Reflective level is the highest level of processing 
• All experience and its meaning is stored in human brain
• This level does not have direct access to either sensory input or the control of behavior
• This level does not have direct access to either sensory input or the control of behavior 
•  Watch over sensory input and tries to bias the behavioral level.

Seven stages of actions: The action cycle can be divided into two parts:
          i.Execution
          ii.Evaluation

• Seven stages are as follows:

1. Forming the goal
2. Forming the intention
3. Specifying an action
4. Executing the action
5. Perceiving the state of the world
6. Interpreting the state of the world
7. Evaluating the outcome

Fig: Seven stages of action

Execution part

      1.Forming the goal:

•  This is what you want.
•  It implies a goal-oriented design, which is very different from the task-oriented approach
•  Specifying/forming a goal about something that you want to accomplish

      2.Forming the intention:

• This is what would satisfy the goal
• Forming an intention to act

      3.Specifying an action:

• Selecting an action or a sequence of actions that will lead you to your set goal
• What do I have to do to achieve the intention?

     4.Executing the action:

• Execution of the actions
• Do the steps of the action to achieve the goal

Evaluation part

       5.Perceiving the state of the world:

• Using the senses to gather information
• Perceiving the state of system resulting from the action

     6.Interpreting the state of the world:

• Interpretation of this perception based on your expectations
• What has changed?

      7.Evaluating the outcome:

•  Is the evaluation successful the problem is solved , goal reached and so on
•  Did I achieve my goal?

Example:

1) My goal is going to a cafe across the street

2) I form the intention of crossing the street to reach the cafe

3) I select the action to press the button of the crosswalk signal for crossing the street

4a) I actually do press the button of the crosswalk signal (physical action)

4b) I do cross the street (physical action)

5) I perceive that I’m now across the street

6 ) I interpret this perception and..

7) …evaluate the outcome – was this action successful in moving closer to my goal? (Y/N)