Neuroscientists also note that even though oxytocin clearly plays an important role in regulating social behaviors like pair-bonding and parental care, it"s not the only actor. "Falling in love is a full brain and body experience," says Kozorovitskiy. "It has sensory elements and cognitive elements, and memory is important. Is oxytocin one of the many modulators that is mediating all those changes? Absolutely. But can we pin it all on oxytocin? That"s definitely an oversimplification."