[3][4][5] Science Progress stated, "The major breakthrough in research on love came from the pioneer psychometric work of Zick Rubin.
According to The Cambridge Handbook of Personal Relationships, Rubin "conducted influential early studies on disclosure reciprocity in naturalistic settings, such as in airport departure lounges and at bus stops.
[13][14] In 1975, Proxmire had named psychologist Ellen Berscheid of University of Minnesota as recipient of his first Golden Fleece Award for her work on love.
"[16] Rubin defended his colleagues, saying Proxmire was "taking advantage of the fact that it is easy to trivialize and sensationalize such matters as these.
"[16] Rubin sued Boston Magazine for copyright infringement after they copied the questions from his liking and loving scales without permission in a 1977 article.