The Neuroscience of Swearing

Swearing is more than just a vent for frustration or a linguistic shortcut. It engages different neural circuits than regular language, triggering emotional and physiological responses that have fascinated neuroscientists for years. But beyond the personal and emotional impact, swearing also has a role in social dynamics—particularly in business and sales. Could a well-placed curse actually improve a sales pitch or damage it? Let’s explore the science of swearing, its effects on the brain, and its influence on selling.

The Brain on Swearing: A Unique Pathway

Profanity doesn’t travel the same neurological pathways as most language. Standard speech is typically processed in the brain’s left hemisphere, particularly in Broca’s area and Wernicke’s area—regions responsible for language production and comprehension. Swearing, however, taps into deeper, more primal areas of the brain like the amygdala and basal ganglia, which are associated with emotions and automatic responses.

The amygdala is particularly important when it comes to swearing. It processes emotions such as fear and anger, which is why swear words tend to carry emotional weight. When someone curses in a moment of pain, frustration, or surprise, it activates the amygdala, triggering an immediate emotional release. This effect is why people instinctively swear after stubbing their toe or hitting their thumb with a hammer—it’s not just an emotional outburst, but a physiological reaction.

Swearing as Pain Relief

One of the most well-researched effects of swearing is its role in reducing pain. In a 2009 study by Richard Stephens at Keele University, participants who swore while keeping their hands submerged in ice-cold water were able to endure the cold for longer and reported less pain compared to those who used neutral words. This analgesic effect works because swearing activates the body’s stress response, increasing adrenaline and heart rate, which can dull the sensation of pain.

However, this pain-relieving effect decreases with frequent use. The study showed that habitual swearers, those who curse regularly in everyday life, had less of an analgesic benefit compared to those who reserve swearing for intense situations. So, in a sense, the power of profanity lies in its occasional, emotionally charged use.

Swearing and Social Dynamics

In social contexts, swearing serves several functions: it can strengthen bonds, enhance humour, or signal emotional intensity. A well-timed curse can build rapport, especially in more informal settings. It can even enhance perceptions of authenticity, as discussed in a 2017 study published in Social Psychological and Personality Science, which found that people who swore frequently were more likely to be seen as honest and less likely to engage in deceptive behaviour. The emotional spontaneity of swearing often leads others to perceive the speaker as sincere.

How Swearing Affects Sales

The idea that swearing might influence sales and marketing is a more recent area of study. It turns out that, under certain conditions, swearing can improve how a message is received, depending on the context and the audience. Sales is all about building rapport and trust, and sometimes, informal language—including a well-placed swear word—can be an effective tool to break down barriers and create a more authentic connection.

Swearing Builds Perceived Authenticity

In customer-facing roles, the use of swear words can signal emotional honesty, helping to humanise the salesperson. A study published in the Journal of Consumer Research found that customers were more likely to respond positively to salespeople who used informal, relatable language. Swearing, when used sparingly, was found to make the salesperson appear more authentic, especially in industries where professionalism is expected but personal connection is valued. Think of swearing in this context as emotional punctuation, emphasising the human element in the sales interaction.

Data from a 2020 study on sales communication conducted by Gong.io revealed that sales representatives who occasionally swore in meetings were more likely to close deals. The study analysed over 500,000 sales calls and found that salespeople who used profanity were 8.2% more likely to close deals than those who avoided it altogether. However, the key factor was moderation: excessive swearing had a negative impact, but the occasional expletive, particularly when used to express enthusiasm or frustration in alignment with the customer’s emotions, improved rapport.

The Role of Swearing in Emotional Mirroring

Another crucial factor is emotional mirroring, where a salesperson reflects the emotional state of the customer to build a sense of empathy. Research shows that mirroring customers’ emotional tone can increase feelings of connection, which in turn can boost trust and likelihood to buy. A subtle, empathetic swear word can help build this emotional bridge, signalling that the salesperson is on the same wavelength as the customer.

Take, for example, the highly informal nature of tech start-ups or creative industries where swearing is more commonplace. In these sectors, using an expletive can make the speaker appear more relatable, aligning with the industry’s tone. However, this approach might backfire in highly conservative industries like finance or law, where professionalism is tightly controlled. In those cases, swearing could be seen as a breach of decorum, potentially harming sales.

The Risks of Swearing in Sales

While the strategic use of profanity can build rapport and humanise a sales interaction, there are clear risks involved. Not all audiences are comfortable with swearing, and context is everything. Research from the Journal of Language and Social Psychology found that people who encounter swearing in formal business contexts are more likely to view the swearer as less competent and less professional. This effect is particularly pronounced in industries where swearing is not the norm, such as finance, healthcare, or education.

Moreover, excessive swearing can erode credibility and appear unprofessional, particularly in written communication. In email marketing or formal presentations, even a single curse word can derail an otherwise well-crafted pitch. The same Gong.io study that found positive results for verbal swearing showed that written swearing in emails was 12% less likely to result in a sale.

Swearing and Cognitive Performance

From a cognitive perspective, swearing can also have a surprising effect on focus and mental performance. A study published in Cognition and Emotion in 2017 found that participants who swore during mentally demanding tasks performed better. Swearing appeared to act as a form of emotional release, helping participants manage stress and focus more effectively. This could explain why some salespeople find that a little swearing helps them stay sharp and engaged in high-stress sales environments.

Swearing in Sales—A Strategic Tool?

Swearing has deep neurological roots, engaging emotional and reflexive areas of the brain like the amygdala and basal ganglia. It can provide pain relief, build rapport, and even enhance perceived authenticity when used judiciously. In sales, the occasional, well-placed swear word can humanise a pitch, create an emotional connection, and make the salesperson seem more honest and relatable. However, the key lies in moderation. Too much swearing—or swearing in the wrong context—can damage credibility, making the speaker appear unprofessional.

In the end, the strategic use of profanity in sales can be a powerful tool when used carefully, especially in industries or contexts where informal communication is the norm. But like all tools, it should be used with caution. Get it right, and a curse might just help close the deal. Get it wrong, and it could cost you a client.