Why do people squish cheeks?

People may squish cheeks as a gesture of affection or playfulness, as it is a common way to show endearment towards someone, particularly children. The act of squishing cheeks may also trigger a release of oxytocin, a hormone associated with bonding and social connection, leading to positive feelings for both the person doing the squishing and the one being squished. Additionally, squishing cheeks can be a way to express admiration or cuteness, as chubby cheeks are often seen as adorable and inviting physical interaction.