The model Norman gives us is not an attempt to illustrate how human thoughts and feelings, and decision-making actually work, so people wanting more of an understanding of the psychology behind product interaction would have to look elsewhere. But the model is very useful in giving a starting point for thinking about the psychological human factors of a given product's design and form.
The model can be used as a framework for thinking about all kinds of human reactions to products and objects in general. From the predominantly visceral attraction to structure and order, consistent throughout mankind, to the various cultural tastes, the reflective level, and all the highly subjective experiences such as memories etc.
I think the important thing to take from Don Norman'd video is that there are so many facets of the human condition that designers can exploit and utilise in making products that sell very well.
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