In an attempt to reconcile these accounts, the authors propose a novel theoretical framework that focuses on the overarching role of oxytocin in regulating the salience of social cues through its interaction with the dopamine—another neuromodulator that is centrally involved in reward-motivated behavior and the assignment of salience to social stimuli. Specifically, the authors propose that this salience effect modulates attention-orienting responses to external contextual social cues (e.g., competitive vs. cooperative environment), but is dependent on baseline individual differences such as gender, personality traits and degree of psychopathology.