The nucleus accumbens (NAc), also known as the ventral striatum, is a key node of the mesocorticolimbic reward system. This circuit has received great attention because of its role in the pathophysiology of addiction and depression. However, it likely evolved to motivate behaviors that were important for survival, reproduction, and fitness. Increasing evidence suggests that adaptive social behaviors in a wide diversity of species are also reinforced by this system. The evolutionary persistence of these behaviors might require this reinforcement, particularly in cases where individual benefit and group benefit are in conflict. A particularly attractive idea is that the neuropeptide oxytocin (OT) functions as a reward signal in the NAc for affiliative interactions. Initially, the strongest experimental evidence in support of this hypothesis derived from classic work showing that oxytocin receptors (OTRs) in the NAc of the prairie vole were critical for its monogamous, highly affiliative behavior (1,2). More recently, we have demonstrated that OT induces plasticity at excitatory synapses in the mouse NAc and that pharmacologic blockade or molecular ablation of OTRs in the NAc impairs social reward processing (3). In this issue of Biological Psychiatry, Loth et al. (4) demonstrate that polymorphisms in the OXTR gene, which encodes the OTR, correlate with changes in the processing of social information and functional magnetic resonance imaging assays of NAc activation patterns. These studies add to the growing body of evidence that OTRs in the NAc play an important role in mediating social cognition and that OXTR polymorphisms interact with life events to have an important influence on how individuals react to social cues. In the lay press, OT is often referred to as the “love hormone.” However, as evidenced by the distinctions drawn between “storge,” “eros,” and “philia,” the Ancient Greeks recognized that “love” takes many forms depending on its social context (e.g., maternal, erotic, communal). To date, it is unknown how OT is able to mediate differentially these distinct types of love. Emerging evidence suggests the possibility that the mode of transmission (paracrine or synaptic) and the brain regions targeted by the regulation of receptor expression dictate this specificity (Figure 1). For example, OT released by the hypothalamus into the systemic circulation via axon terminals in the posterior pituitary binds to OTRs in the uterus and mammary glands to mediate parturition and lactation. The magnocellular hypothalamic neurons responsible for this systemic release are also capable of releasing OT, via a somatodendritic mechanism,