Emotions only last 90 seconds! So why am I still feeling it hours later?

Neuroscience suggests that an emotional response lasts only about 90 seconds—so why do we sometimes feel upset, anxious, or frustrated hours (or even days) later?

Here is why.

When something triggers us, it sparks an emotional reaction. This could be emotions like anger, sadness, fear, irritation, worthlessness or nervousness. In that initial moment, our brain releases chemicals that create the physical sensations we associate with emotions—such as a racing heart, tight shoulders, a dry mouth, tears, heaviness or butterflies in the stomach.

This concept, often referred to as the 90-second rule (introduced by Dr. Jill Bolte Taylor), explains that this chemical surge in the body rises and falls within about a minute and a half. In other words, the body’s automatic emotional response is actually pretty brief.

So what keeps the feeling going?

After those initial 90 seconds, it’s no longer the original trigger driving the emotion—it’s our thoughts. When we replay the situation, analyse what happened, or connect it to past experiences, we unintentionally keep the emotional response alive.

You can think of the trigger as a spark, and your thoughts as fuel. The more we revisit the moment—especially if we’re adding layers like “this always happens”, or “I should have done that differently” — the more we fuel the fire, turning a small spark into something much bigger.

Learning to step on that spark, rather than fuel it, can be challenging. It takes awareness, practice, and the right strategies. But over time, it is possible to respond to emotions in a way that feels more manageable and less overwhelming.

If you’re finding that your emotions often linger or feel difficult to control, you’re not alone—and support is available. Counselling can help you develop practical tools to better understand and manage your emotional responses.

If this resonates with you, feel free to reach out to explore whether counselling might be a helpful next step.