Why " We Can’t " Makes Us Want More

Why do we crave the love stories that shouldn’t happen? Why does the phrase “we can’t” make romance feel even more irresistible?

In this episode, we explore the psychology of desire and why forbidden love, impossible attraction, and rule-breaking romances are so intoxicating in books and audiobooks.

When love is allowed, it feels safe. But when love is forbidden blocked by secrets, rules, or danger, our brains light up. Psychologists call this the “scarcity effect”: the less we can have something, the more valuable it feels.

In stories, this transforms romance into obsession, making us ache for couples who risk everything just to be together.

Fantasy and romance novels take this to the next level: rival kingdoms, magical curses, enemies bound by destiny. And audiobooks make it even more intimate, the whispered “we shouldn’t” from a narrator’s lips can make your heart race as if you’re part of the secret yourself.

If you’ve ever found yourself rooting harder for the love that was forbidden, this episode will show you why. Because sometimes, it’s not just the yes that makes us fall in love. It’s the no.