1- Visceral

2- Behavioral

3- Reflective

These are the three things that happen in the human mind when using a product.

The user likes the appearance of the product (visceral) and uses it with a mental image (behavioral) then after having a terrible experience, she becomes frustrated (reflective).

Eventually, she creates a mental model in which either she blames herself or associates negative feelings for the brand.

It is quite interesting how the UX in products can completely alter how the user feels about them despite how pretty they would appear.