College students put their hands in a tub of cold water and repeated the swear word of their choice. Students tolerance was much higher if they swore. These students also had increased heart rates, indicating that swearing activates a classic “fight or flight” response. However, the more we swear, the less emotionally potent the words become. Without emotion, only the swearword remains.
Researchers say swear word are different than most language, activating emotional centers in the brain's right side instead of the brain's left side - used for regular communication.
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