Ian Turk

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The basic biology of the visceral system minimizes its ability to learn. Visceral learning takes place primarily by sensitization or desensitization through such mechanisms as adaptation and classical conditioning. Visceral responses are fast and automatic. They give rise to the startle reflex for novel, unexpected events; for such genetically programmed behavior as fear of heights, dislike of the dark or very noisy environments, dislike of bitter tastes and the liking of sweet tastes, and so on.
The Design of Everyday Things
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