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Dogs lick to show love and care to their people, and often do so to get your attention. When you reciprocate it with petting or other positive affirmations, it reinforces the bond they are trying to create. It releases endorphins which are neurotransmitters that calm dogs down and make them more relaxed- and this, in turn, releases dopamine, which is associated with pleasure.
Essentially your dog emotionally feels better after licking!
Licking also enhances a dogs sense of smell, and when you sweat, you emit lots of things dogs love to smell and taste- hence why they love licking your face, ears, feet, and hands- in particular your hands bring in all the scents of your day- this roadmap tells your dog all about the people, animals, and places you went!
But when does it become too much?
When it starts interfering with daily life or when it accompanies other behavioral changes, especially anxiety or stress. If your dog has had any major life changes lately or pack dynamics, they may be using licking as an outlet for their stress levels. This is particularly true when it happens in response to an event but is vague in nature.
And consider that if you have been stressed, emotional, or distressed, your dog may pick up on that and be licking you to try to comfort YOU! I experienced this with my own dog- she only ever seemed to compulsively lick people who she could sense needed emotional comfort or she was uncomfortable with them- but skipped me, until one day I was upset about something. Dogs know more than we know!
In the moment, try patiently redirecting your dog with toys or other activities. Don’t ever get upset with your dog for licking- remember, it is an instinctual behavior, and even if it’s become compulsive, they are instinctually reacting.
Finally, give them something to lick as enrichment. The simplest solution is a lick mat. By giving them another outlet to lick, you give them the hit of endorphins and dopamine they are seeking. It also has the added benefit of refocusing your dog and giving them something for their brain to do- which reduces anxiety. You can also add variety in your enrichment to reduce stress, in the form of snuffle mats, enrichment toys, and activities.