The Walla Emotion Model provides a distinct perspective on the often-interchangeable terms used in emotion research: affective processing, feelings, and emotions. My primary aim is to establish clearer, more neurobiologically grounded definitions to facilitate more precise research and understanding.

Here's a breakdown of the model's core components:

Affective Processing: This is the most fundamental level. I define it as the rapid, unconscious, neural evaluation of stimuli based on their valence (pleasantness/unpleasantness) and arousal (intensity). This occurs in older, subcortical brain regions (limbic system) and is believed to be an evolutionary ancient mechanism that guides initial behavioral tendencies (e.g., approach or avoidance) before conscious awareness kicks in. It's the "brain knowing" something is good or bad, dangerous or safe, even before "you" consciously realize it.

Feelings: These are the conscious, subjective experiences that arise from suprathreshold affective processing. They are the felt internal bodily responses that we become aware of, such as a racing heart, a knot in the stomach, a sense of warmth, or a feeling of unease. If you "feel" fear, that is the feeling. This conscious experience is still distinct from how you outwardly express it. I suggest that concepts like "love" and "hate" are feelings, not emotions in my specific definition.

Emotions: This is where the Walla - Emotion Model becomes particularly distinctive. I define "emotions" as the behavioral outputs or expressions that communicate feelings to others. These are observable actions like facial expressions (a "scared face" rather than fear itself), vocalizations (a gasp), or body language. In this model, an emotion is a signal to the external world, not an internal state or processing. For instance, if someone is experiencing fear (a feeling), their "scared face" is the emotion.

Key Implications and Distinctions:

• Hierarchy and Evolution: The model proposes a hierarchical progression, with affective processing being the most primitive and fundamental, followed by conscious feelings, and then communicative emotions. This aligns with an evolutionary perspective, where rapid, survival-oriented evaluations (affective processing) would precede more complex conscious experiences and social communication.
• Separation of Cognition and Affect: While acknowledging their eventual interaction, I emphasize that affective processing can occur independently of, and even precede, higher-level cognitive processing (like language and semantic understanding). This allows for "gut reactions" that aren't immediately explainable verbally.
• Challenging Common Usage: One of the main motivations behind this model is to address the often-ambiguous and interchangeable use of "affection", "feeling", and "emotion" in scientific and everyday discourse. By providing precise definitions, I aim to bring more clarity to emotion research.
• Focus on Objective Measures: Given the unconscious nature of affective processing, I often emphasize the use of objective physiological measures (like EEG, fMRI, skin conductance, heart rate, startle reflex modulation, etc.) to capture these initial, unconscious responses, as self-reports can be influenced by conscious interpretation and cognitive biases (cognitive pollution).

Criticisms and Context:

It's important to note that this model, while providing a valuable framework for precise definition, is not universally adopted yet. The field of emotion research is highly diverse, with various theories and models (e.g., basic emotion theories, appraisal theories, constructed emotion theories, etc.). However, exactly the existence of all those varying models give the Walla - Emotion Model a lot of support for the endeavour to simplify the definition of the term "emotion".

Applications:

Despite potential debates, Walla's model has significant applications, particularly in fields where understanding rapid, unconscious responses is critical:

• NeuroIS (Neuro-Information Systems): This field investigates the neurological basis of human interaction with information systems. Walla's model provides a framework for understanding how users' unconscious affective processing and feelings influence their behavior and decision-making when interacting with technology, going beyond self-reported attitudes.
• Consumer Neuroscience and Marketing: Understanding how initial affective responses to products, brands, and advertisements influence purchase decisions, often below conscious awareness.
• Clinical Psychology and Psychiatry: Differentiating between impaired affective processing, difficulties in conscious feeling, and issues with emotional expression can inform the diagnosis and treatment of various mental health conditions.

In summary, the Walla - Emotion Model offers a distinct and rigorous framework for understanding affective neuroscience, emphasizing the foundational role of unconscious affective processing and drawing clear lines between it, conscious feelings, and observable emotional expressions.