It is only at the reflective level that consciousness and the highest levels of feeling, emotions, and cognition reside. It is only here that the full impact of both thought and emotions are experienced. At the lower visceral and behavioral levels, there is only affect, but without interpretation or consciousness. Interpretation, understanding, and reasoning come from the reflective level.
A veteran of the experience design industry, author of the book The User Experience Team of One, and VP of Experience at Publicis Sapient.