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Top 6: July 31st 2019
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Nurofen: Socially AcceptableTop 6: July 31st 2019
McCann London has teamed up with Nurofen and a panel of experts to carry out a scientific experiment investigating the effect of swearing on short term pain tolerance. This panel of experts, including Keele University's well-known senior lecturer in psychology Dr Richard Stephens, language expert and author Dr Emma Byrne, and acclaimed lexicographer Jonathon Green, today announce the findings of a new study. The study shows that using the f-word when pain strikes increases pain tolerance. Amazingly, swearing increased people’s threshold (32%) and tolerance (33%) of pain by about a third. The new study was built on Dr Richard Stephen’s original 2009 study which discovered that swearing can increase pain tolerance in the short term. Nurofen, as experts in pain, sponsored Dr Richard Stephens to further investigate the pain-alleviating power of swearing in this new study. The goal was to see whether the power of swearing could be emulated by a new ‘socially acceptable’ swear word. This study explored how effective real and new made-up swear words are in helping to increase pain tolerance.
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