The 90 second concept for emotions was developed by Neuroscientist Dr Jill Bolte Taylor and describes when we experience an emotion like anger, sadness, anxiety or worry a chemical (cortisol) is released by the brain and the chemical surges throughout the body which creates a physiological experience. It takes 90 seconds from the time we have a thought that is going to stimulate an emotional response. It flushes through and out of our body in less than 90 seconds. If, however, I remain angry after those 90 seconds have passed, then it is because I have chosen to let that circuit continue to run.

You have the choice to control emotions after 90 seconds…. Jill Bolte Taylor Moment by moment, I make the choice to either hook into my neurocircuitry or move back into the present moment, allowing that reaction to melt away as fleeting physiology. When... - Jill Bolte Taylor quotes at Breaking the Cycle

To feel an emotion we need to think a thought which then stimulates an emotional circuit in our brain which in turn creates a physiological response in our bodies. An astonishing story. Dr. Jill Taylor's rule sounds good, until a split-second decision must be made, The mind that kicks in when stress hormones are released isn't as smart as the mind that shows up 90 seconds … Dr Jill Bolte Taylor. When we have an emotional response it results in a physiological dumpage into our bloodstream.

It takes 90 seconds from the time we have a thought that is going to stimulate an emotional response. According to Harvard-trained and published neuroanatomist, Dr. Jill Bolte Taylor, your anger should only last for 90 seconds. Jill Bolte Taylor got a research opportunity few brain scientists would wish for: She had a massive stroke, and watched as her brain functions -- motion, speech, self-awareness -- shut down one by one.

In 2006, Dr Jill Bolte Taylor published an insight called, The 90 Second Rule. The 90 second rule is a term applied by Dr Jill Bolte Taylor in her book, ‘My Stroke of Insight: A Brain Scientists Personal Journey,’ to explain the nature and lifespan of an … Here’s how she explains it: “When a person has a reaction to something in their environment, there’s a 90 second chemical process that happens in the body; after that, any remaining emotional response is just the person choosing to stay in that emotional loop.”