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Irving Singer first defined love based on four Greek terms: eros, meaning the search for beauty; philia, the feelings of affection in close friendships, nomos, the submission of and obedience to higher or divine powers, and agape, the bestowal of love and affection for the divine powers. While Singer did believe that love was important to world culture, he did not believe that romantic love played a major role. However, Susan Hendrick and Clyde Hendrick at Texas Tech University have theorized that romantic love will play an increasingly important cultural role in the future, as it is considered an important part of living a fulfilling life. They also theorized that love in long-term romantic relationships has only been the product of cultural forces that came to fruition within the past 300 years. By cultural forces, they mean the increasing prevalence of individualistic ideologies, which are the result of an inward shift of many cultural worldviews.