Scientists have discovered that shouting “Ow!” when we’re physically hurt actually helps us cope with the pain. Apparently it disrupts the discomfort messages being sent to our brain and helps us tolerate the pain better. Previously, scientists thought the outbursts were an evolved method to communicate danger to others. Nope, we do it to distract ourselves. It’s instinctive and a simple sound that requires little articulatory control. So, it’s easy and effective to use when in pain. Perhaps we should investigate its use as a non-physical pain distraction too (like when we’re angry or frustrated).