Is this regarding "Love" or "Love Potion #9"?
Love is a "command" effect and as such would act accordingly (not aware), imho. Also, as a Command effect, it can be overridden with any other Command effect (or Awaken). Being aware would likely circumvent the spirit of Command being an effect that you have to deal with rather than just being able to drink an Awaken Potion to "get rid of it" or whatever.
Love Potion #9 is a Greater Command effect, and would also act accordingly (aware, but unable to act against, etc). Similar to above, being aware of Greater Command effects but being unable to do anything about them seems to be the spirit of the theme of this effect group. There was an ARC ruling talking about Enslavement specifically awhile back that said the victim is aware, but unable to help themselves. The example given was being ordered to kill their friend - they have to do it, and are aware that they are not able to control themselves as why, and can even yell, "Sorry, I'm enslaved, I can't help myself!" -- unless specifically ordered not do to that.