Danish chocolatier Anthon Berg decided to launch an experiment. Was it possible to convert some of the nonbelievers into actually enjoying being romantic toward their loved one in a Valentine experiment? The actual scientific experiment was conducted in December 2014 by Professor Paul Zak and USC Reproductive Endocine Research Lab. In an isolated and surveilled setting, 32 Danish men were asked to tell their female partners why they were important to them and to give them a box of chocolates. We measured the oxytocin levels in their blood before and after, and the levels rose 27.5% on average.