Valentine’s Day isn’t only about buying candies and gifts for your special someone, it’s about the economics of love, according to Paul Oyer, a professor of economics at Stanford University.

In a piece for The New York Times that ran Thursday, Oyer suggests that a basic understanding of economic theories, such as “signaling” or “figuring out a way to show another party that you really mean what you say,” as he explains it, can help a desperate lover woo their partner of choice.

“We economists may have taken all the fun out of Christmas, but I think we can make Valentine’s Day more successful," Oyer writes.

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