Since our emotions often play a central role in action, it is interesting – from the perspective of agency – to consider how much of what we feel is up to us. Of the emotions, love is a particularly interesting case, given its peculiar nature and its pronounced role in shaping action. I will review key arguments for the thesis that we cannot exercise voluntary control over love (involuntarism), including the claim that volition is restricted to action, and Frankfurt’s no-reasons view. I then offer two resources in defence of the opposite position (voluntarism). I first argue that love is sensitive to attention, over which we do possess voluntary control. I then argue that the relationship between emotion and action, as envisioned by the involuntarist, is too simple; sometimes emotion precedes action, but sometimes it is the opposite. I illustrate this with Eva Illouz’s work on the transformation of the moral ecology of romantic choice.