If there’s one thing that Londoners can agree on, it’s that dating is hard. And relationships can be even harder! For many of us, the question becomes: Why do we fall for who we fall for?
Psychology expert Professor Viren Swami has developed an evidence-based understanding of relationships he calls The Science of Attraction. Through this, he hopes to answer the burning questions of those who are unlucky in love—and if you’re really curious, he’ll be in London this month.
28 November 2026 18:30 + more dates
21Soho
Who is Viren Swami?
Professor Viren Swami is a renowned psychologist with a PhD in Psychology from University College London. He has published over 300 academic articles, and is one of the top 2% most cited scientists worldwide as per a 2025 Stanford University study.
Today, Swami teaches at Anglia Ruskin University (ARU) in Cambridge, where he leads the Wellbeing in Nature Research Hub. He also serves as Director for the Centre for Psychological Medicine, a joint project by ARU and Perdana University in Malaysia.
When the professor isn’t teaching, he hosts public talks where he shares his innovative research, sparking conversations about why we fall in love the way we do. It’s safe to say: it’s probably not what you think.
What does Viren Swami’s research say about attraction?
Professor Swami has spent over a decade studying how humans behave. Though he makes clear that he is not a therapist or a self-help guru, his research has uncovered interesting patterns that help explain how love and attraction work. With this, Swami has dispelled popular myths such as the idea that opposites attract, playing hard to get works, and even the concept of a true soulmate.
One thing is clear: it’s not at all random.
Swami’s 2007 book The Psychology of Physical Attraction explores the real impact of looks on attraction. Since the book’s publication, he has also noticed how the importance of looks has skyrocketed in the dating app era. For him, the process of scrolling through potential matches a shallow “relation-shopping”.
But looks aren’t always everything. Swami’s more recent Attraction Explained: The science of how we form relationships, published in 2016, examines the impact of proximity, similarity, and reciprocity as well as physical attractiveness. Through peer-reviewed research, the psychologist sets out to prove pick-up artists wrong.
Where can I meet Viren Swami?
Luckily for Londoners, Professor Viren Swami will make several appearances at 21Soho this winter season. As part of the Curious Hour talk series, he will be leading a presentation and open discussion on The Science of Attraction: Why We Fall for Who We Fall For. No pick-up artist frameworks, no self-help platitudes.
In this laid-back, intimate experience, all the stuffy formality is stripped from scientific discourse. Bring a friend (or a partner), have a drink, and find out everything you want to know about relationships. Take the opportunity to ask Professor Swami any questions you are dying to get answered, or discuss his ideas with other guests.
📅 28 November, 9 January, 23 January
🕤 18:30 or 21:00
📍3-5 Sutton Row, London W1D 4NR
🚇 The nearest station is Tottenham Court Road
Get your Science of Attraction tickets now for a casual yet educational evening that could change your entire perspective on love.
