In the best experiments, the scientist must be able to measure the values for each variable. Weight or mass is an example of a variable that is very easy to measure. However, imagine trying to do an experiment where one of the variables is love. There is no such thing as a "love-meter." You might have a belief that someone is in love, but you cannot really be sure, and you would probably have friends that do not agree with you. So, love is not measurable in a scientific sense; therefore, it would be a poor variable to use in an experiment.