A small team of researchers at the University of London has attempted to measure the factors that influence the amount of pleasure a person receives from hugging another person. In their paper published in the journal Acta Psychologica, the group describes two separate experiments they conducted to learn more about the experience of hugging, at least in the U.K.
The influence of duration, arm crossing style, gender, and emotional closeness on hugging behaviour - ScienceDirect
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