Researchers are proving what we writers have known all along - words are powerful.
No booze needed for beer goggles:
Fast flashes of certain words can affect your libido.
In one study, reading alcohol-related words caused the same effects as actually drinking booze, while in another, subconscious exposure to words like 'old age' and 'bingo' caused research subjects to walk more slowly.
Think about that the next time you're reading (or writing) a poem, short story, newspaper, or magazine article.