Using new data and data from Hendrick & Hendrick (1986), Buss et al (1990) and Levine et al (1995), this study analyze socio-cultural factors of love beliefs in samples of 12 to 39 countries from America, Africa, Asia and Europe. Participants from less developed, collectivistic and high power distance countries were more storgic and pragmatic, but less erotic in love style. Women were more pragmatic, storgic and less ludic but not more maniac than men. Chastity, social status and good health, as criteria for selecting a potential marriage partner as scored by participants from participants from 39 countries correlated with lower social development, collectivism and power distance. Mutual attraction-love and good looks as a criteria to choose a partner, and agreement with love as requisite to marriage correlated with higher social development, individualism and low power distance. In less developed, collectivistic and high power distance societies loves is less important for marriage and pragmatic considerations are more important for intimate relationships.