Stephen Fry and Brian Blessed did a TV segment on this- if I remember correctly they plunged their arms into icy water and one swore and one didn't, the one who swore was able to last longer.
Stephen Fry and Brian Blessed did a TV segment on this- if I remember correctly they plunged their arms into icy water and one swore and one didn't, the one who swore was able to last longer.