'When people think they have fallen in love, or lust, chemicals take over and you can do silly things. The emotional part of the brain is activated and the rational part switches off. Even if they know it is happening, they are sometimes powerless to stop their feelings. 'It's a neuro-biology and reward-related process going on. People who are perceived as being 'bad boys' - whether that is a boss in an office or an inmate in prison - can be perceived as bringing excitement and unpredictability.