“…One reason for this might be the existence of display rules (Ekman, Sorenson, & Friesen, 1969, based on Goffman, 1967) that allow people to strategically display or hide their attraction to potential mates. If we look at the neurochemistry of love, sex-attractant pheromones have been found to influence women’s self-reports of sociosexual behaviors such as petting, kissing, and other displays of affection (McCoy & Pitino, 2002; Rako & Friebely, 2004), but this alleged increase in women’s sexual attractiveness to men has been contested (Hays, 2003). Neuroimaging studies of basic emotions remain contradictory and inconclusive (e.g., Barrett & Wager, 2006; Murphy, Nimmo-Smith, & Lawrence, 2003; Vytal & Hamann, 2010), and most of them exclude the concept of love from their scope, even along with other emotional concepts.…”