Emotional Design by Don Norman makes a mention of this.The three layers of the brain w.r.t product design interpretation summarised as follows:

Visceral Layer – This is the layer of brain which gets turned on by attractiveness or appearance of product.

Behavioural Layer – Gets turned on by performance or usability friendliness , robustness of product.

Reflective Layer – This is the uniqueness of humans where memories caused due to fulfilment result in a everlasting impact.