A broken heart really does hurt, just as poets claim, for a studyhas revealed that pain caused by emotional distress is more deeply felt and longer lasting than that caused by physical injuries.
For decades, it is believed that "sticks and stones may break your bones, but words will never hurt you". But, now an international team has showed that the reverse is actually true in most cases.
"While both types of pain can hurt very much at the time they occur, social pain has the unique ability to come back over and over again, whereas physical pain lingers only as an awareness that it was indeed at one time painful.
"Why aren't we always suffering pain by recollections of social betrayal and other forms of social pain? Because we are pretty good at keeping these memories at bay," lead author Kip Williams was quoted by the Daily Telegraph as saying.
Can we position a product by using psyche over physical attributes. Yes. That is what iconic brands do. Long after the physical attraction is weaned off people still like the product just because of the psychological attributes.
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