The hug: the rise of commercial hugging

American neuro economist Paul Zak, referred to as Doctor Love, studies the relation between neurology, morality and economy. He pleads for more affection.

A hug is a fundamental human daily interaction. When we hug, neurotransmitter oxytocin is released in the posterior portion of the pituitary gland, making us feel connected and happy. Oxytocin is also released after social interactions.

Hugging makes us more sociable and healthier. Tender feelings entail a relaxation response: a general state of calm and contentment, which facilitates cooperation.

American professional hugger Samantha Hess(30) started her business "Cuddle Up to me" a year ago in Portland. Initially she did house visits, now she owns her own hugging shop. For sixty dollars an hour, Hess and her employees cuddle and caress the needy. Hess' business idea arose when she was feeling down and was in need of affection.

This market for intimacy indicates a societal deficit. Shortage in time tends to stimulate haste and the disappearance of warm, human behaviour. The preoccupation with virtual actions in a continuously changing, individualist society could indicate we have less time to interact with the people we truly care about.

Social exchange is an economic theory of human behaviour. It assumes a person's behaviour in the marketplace is motivated by the desire to maximize profits and minimize losses. The same motives determine social behaviour. Social exchange gives a perspective for analyzing all kinds of relationships.

Doctor Love believes it's positive that people acknowledge their need for physical contact. Especially during stress one's need for physical contact increases. Richard Stevens believes we lack physical contact, which is the language of love.

Roberts Sternberg's triangular love theory(1988) offered an analysis of love. Intimate relationships involve components as emotional attachment and feelings of affection, fulfilment of psychological needs such as sharing and gaining reassurance and interdependence between individuals.

Intimacy, the emotional component of love, involves feelings of closeness. Intimacy and love are not synonyms.

Some criticize this paid affection because they believe it increases a cold society, others accept these commercial cuddles as being a temporary solution for honest expressions of an unsatisfied need for affection.