Quote Originally Posted by Purple Banana
It's a psychological effect- releases endorphins, especially if it's your mommy or daddy and you're a little kid. I read some New England Journal of Medicine article on it a while back, and it had sets of parents and kids, and pain rating scales and whatnot...

Same thing goes with little kids, ouchies, and band aids. Especially band aids with Dora and Sesame Street.
As my colleague stated it is Psychological but I just goes to show you what tricks the mind plays on you..........