As a parent it is her responsibility to be sure that limits are set and are well-known, as are, also, the 'tough love' consequences of crossing up the limits. Some people, mainly men, are so cut off from their feelings that they don't know how it feels to love from the heart. They think they 'love' but their love is a head-trip and, as such, is easily distorted to become conditional love. If they get married, after awhile they give up thinking they should feel love and just take it for granted. After a time, the woman may give up because she feels cheated by getting only words instead of nurturing, unconditional love.
Love is more than just an idea or a word.
To him love is just a four-letter word that he is obliged to utter, from time to time. He has, probably forgotten the feeling of love and hasn't got the energy to be bothered resurrecting it. It can flow, without words, as those in love often experience, in just being close, in silence. Very early, children learn about how to add conditions, when we should be teaching them unconditional love. Young children learn by modelling, even before they understand words and if the parents are competitive and self-seeking instead of open and loving the children pick up their way of coping with life and getting attention.