Oxytocin is associated with love because it's released during activities like hugging, touching, and orgasm. In these situations, oxytocin can help foster feelings of attachment. Afterwards, feelings may linger but the oxytocin quickly dwindles. "The release of oxytocin is very small and transient," says Khera. "It's a surge – a burst – of oxytocin, then it goes back down." Longer lasting amounts may seem more desirable but synthetic doses of oxytocin have been shown to amplify both positive and negative feelings and perceptions people have about others.