The science behind 'it won't happen to me'

‘Primal mechanism’

Adam Saville
clock • 1 min read

Our brains do their best to keep us from thinking about death, official research shows

It's official. People cannot help but think ‘It won't happen to me' when speaking about life insurance with an adviser. Scientific research has revealed that the human mind shuts down when forced to confront fears of our own demise, The Guardian has reported. Volunteers, as part of a study at Bar Ilan University, Israel, were shown images of faces while their brain activity was being monitored. When shown images of their own face alongside words such as ‘funeral' or ‘burial', the scientists spotted that their brain would block its ability to predict the next image; a sign of our refus...

To continue reading this article...

Join COVER for free

  • Unlimited access to real-time news, key trend analysis and industry insights.
  • Stay on top of the latest developments around health and wellbeing, diversity and inclusion and the cost of living crisis.
  • Receive breaking news stories straight to your inbox in the daily newsletter.
  • Members only access to monthly programme 'The COVER Review'
  • Be the first to hear about our CPD accredited events and awards programmes.

Join now

 

Already a Cover member?

Login

More on Individual Protection

Half of UK adults do not have a will: Canada Life

Half of UK adults do not have a will: Canada Life

61% of those who wrote their own will did not seek advice

Jaskeet Briah
clock 22 March 2024 • 2 min read
Aviva pays out £1.18b for individual protection claims in 2023

Aviva pays out £1.18b for individual protection claims in 2023

Over £413m paid out across group protection

Jaskeet Briah
clock 21 March 2024 • 3 min read
Beneficiary nomination used on 68% of Guardian's life insurance policies

Beneficiary nomination used on 68% of Guardian's life insurance policies

Accounted for 74% of life insurance claims paid

Jaskeet Briah
clock 20 March 2024 • 2 min read