Well, what about the unconscious? This article makes me think the emotions may be more culturally based/trained than I would have thought:

http://www.yale.edu/acmelab/articles/Bypassing_the_Will_2005.pdf

"But it wouldn't be conventionally ev-psych cynicism to suppose that you don't really love your mate, and that you were actually just attracted to their body all along, but that instead you told yourself a self-deceiving story about virtuously loving them for their mind, in order to falsely signal commitment."

Isn't this exactly what cognitive dissonance & rationalization would say?