At its most transparent, Valentine’s Day is a holiday built for consumption. That may sound like a bit of a buzz kill, but there is loads of research activity connecting our romantic ideals and more base human motivations to our decisions to spend and save…mostly spend. Joining us, is Dr. Marina Adshade who teaches Economics at the University of British Columbia, in Vancouver. She hit a nerve there in 2008 when she launched an undergraduate course called Economics of Sex and Love. It was an instant hit among students, and led to the launch of the Dollars and Sex blog and now, a book of the same title. It uses market research and economic analysis on matters of the heart and other anatomical bits.