Dunbar, R. I. M. (2010). The social role of touch in humans and primates: Behavioural function and neurobiological mechanisms. Neuroscience &amp; Biobehavioral Reviews, 34(2), 260–268. https://doi.org/10.1016/j.neubiorev.2008.07.001 

Syracuse University

The pleasure responses elicited by grooming are due to the release of oxytocin and endorphins which can stimulate calmness and peacefulness in the individual being groomed. Many ASMR videos simulate haircuts and massages and it is possible that these social grooming experiences could induce a similar social-bonding response in the viewer thereby accounting for the relaxing and mood raising effects.

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