" Emotions are activated by a general and undifferentiated state of arousal, which becomes an emotion only when appropriately labeled. For example, the same general state of arousal could trigger either fear or infatuation, depending on environmental cues. If this is indeed the case, we can then expect culture to play a considerable role in the construction, interpretation, and functioning of emotions. Culture operates as a frame within which emotional experience is organized, labeled, classified, and interpreted. Cultural frames name and define the emotion, set the limits of its intensity, specify the norms and values attached to it, and provide symbols and cultural scenarios that make it socially communicative. "

― Eva Illouz , Consuming the Romantic Utopia: Love and the Cultural Contradictions of Capitalism