The Psychology of Romance Novels: Why We Can’t Put Them Down
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By Ami lieberman, amft
Over the past few years, I’ve noticed the growing popularity of romance novels. With authors like Emily Henry and Sarah J. Maas gaining attention on the corner of the internet known as #BookTok, romance novels and the fandoms surrounding them seem to be taking over.
In fact, romance remains one of the top-grossing literary fiction genres in recent years. In 2022, romance novel sales increased by 52.4% compared to 2021, and in 2025, sales were up another 24% from the previous year.
So, why the constant rise in popularity?
There may actually be some psychological and economic evidence behind it. In times of psychological and economic distress, consumers turn to smaller luxury purchases – an economic concept known as the “Lipstick Index”. Similar to lipstick, romance novels can be viewed as an affordable luxury item that offers pleasure, escapism, and a form of self-care. This same pattern was observed after 9/11 and during the 2008 recession. Given today’s heightened political climate and the lingering effects of the COVID-19 pandemic, it’s possible the same trend remains true.
Why do readers love romance novels?
Our brains are wired to seek reward and connection. When we experience pleasurable or emotionally engaging stimuli, our brains release neurotransmitters, like dopamine and oxytocin, associated with reward, bonding, and stress regulation.
Romance novels can provide readers with an especially immersive emotional experience. Readers become invested in characters, anticipate emotional payoffs, and experience the satisfaction of seeing relationships develop and resolve. The familiar structure of the genre can also offer a sense of predictability and comfort. Whether it’s enemies-to-lovers, friends-to-lovers, or a second-chance romance, readers often know the emotional journey they are signing up for, and that predictability can be part of the appeal.
In a world that can often feel unpredictable, there is something comforting about knowing a story will ultimately lead toward connection, intimacy, and a satisfying resolution.
How do romance novels influence a reader’s real-life relationships?
As a couple’s therapist, I began to wonder how reading romance novels may impact a person’s lived relational experiences. Although romance novels can perpetuate a fantasy and, at times, contribute to unrealistic relationship expectations, they can also provide readers with a framework for self-discovery.
Through reading, people may learn more about their own likes, dislikes, and preferences. When it comes to sex and intimacy, readers can feel empowered to explore their sexual desires and fantasies. Seeing these desires and fantasies depicted in a story can give readers permission to acknowledge and explore desires they may not have previously felt comfortable discussing. Romance novels can become a starting point for conversations between partners about attraction, fantasy, pleasure, and intimacy.
Given the psychological, relational, and cultural factors at play, it’s no wonder romance novels have become so popular. Ultimately, romance novels are more than just an escape. They can provide comfort during times of uncertainty, offer opportunities for self-reflection, and inspire conversations about what we want from our relationships and sex lives.
Sources:
https://booketic.com/romance-novel-sales-statistics/
https://www.theguardian.com/books/2025/dec/21/not-just-love-actually-why-romance-fiction-is-booming
https://www.writersdigest.com/the-billion-dollar-genre-why-romance-writing-matters