What The @*!$ ? A film by Nurofen reveals that swearing helps with pain tolerance

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, which 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. Nurofen gathered together a…

Read More