The body physiologically responds to touch/pressure/movement from external forces on the skin & muscles. Initially, the bruise is probably tender due to the injury present and the extra pressure the pooled blood creates within the inflammation that is present. Once external stimulation is applied to this area, it begins a cascade of physiological events which usually ends up in the "numbing" of the pain receptors in the local area. First, the body will sense pain and pressure. Then it will begin dialating the capillaries in the local blood vessels to bring more blood flow to the area, because it has been activated. Additionally, it will begin to send to the same local area a host of natural anesthetic substances (enkephalins) for the desensitization of the pain receptors. As massage continues, it can begin to release the highest substance of pain killers called endorphins. It floods the area with these endorphins in order to "get used to" the pain. Endorphins are a natural narcotic-type chemical which usually promotes the release of dopamine, epinephrine (adrenaline) and serotonin in the brain. These are all chemical which elicit a "sense of well being" in the brain. i.e. feels better when you massage a bruise for a long period of time....