A gut-wrenching study reveals an agonizing truth

Credit: Aarón Blanco Tejedor

Acetaminophen does a lot of wonderful things but it also may turn you heartless.

Not only does that medication reduce pain, but it also reduces one’s empathy for the pain of others.  And by pain of others, we are referring to both physical pain and emotional pain (like seeing someone who has just lost a parent, been rejected from a college, or been socially ostracized.)

We often use metaphors of pain when talking about emotional distress (e.g. “That was a crushing blow” or “I hurt for her,” or “I was heartbroken.”). This research suggests an embodied connection between those metaphors and our sense of physical pain.

Obviously, this study underscores the power and relevance of metaphors. Furthermore, what are the marketing implications of this? For example, all else being equal, are people less likely to donate to charity in winter months, when they are more likely to be taking Tylenol for a cold?