Steven Pinker Quotes
I think the reason that swearing is both so offensive and so attractive is that it is a way to push people's emotional buttons, and especially their negative emotional buttons. Because words soak up emotional connotations and are processed involuntarily by the listener, you can't will yourself not to treat the word in terms of what it means.
Citations
Pinker, Steven. The Stuff of Thought: Language as a Window into Human Nature. Viking, 2007.
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Steven Arthur Pinker is a Canadian-American cognitive psychologist, linguist, and popular science author. He is an advocate of evolutionary psychology and the computational theory of mind.