Romantic love is not an emotion. ... It's a drive. It comes from the motor of the mind, the wanting part of the mind, the craving part of the mind.
Helen FisherMen want to think women don't cheat, and women want men to think they don't cheat, and therefore the sexes have been playing a little psychological game with each other.
Helen FisherWhat our grandmothers told us about playing hard to get is true. The whole point of the game is to impress and capture. It's not about honesty. Many men and women, when they're playing the courtship game, deceive so they can win. Novelty, excitement and danger drive up dopamine in the brain. And both sexes brag.
Helen Fisher