According to Hildergard Niemann, a parrot behavior consultant, parrots begin to play with their feathers, and as they pull out the first feather the hormone epinephrine is released to dull the pain. This hormone stimulates a good feeling in the parrot for a moment, and so the parrot pulls out another feather and the sensation of well-being is increased. The parrot eventually gets addicted to the stimulation generated by the hormone released when it pulls at its feathers and so, like any addiction, it soon becomes a habit that is very hard to break.

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