In the Bhakti-rasāmṛta-sindhu (1.3.1), love of Godhead is compared to sunshine, and this shining makes the devotee's heart more and more lovely. The heart of such a devotee is situated in a transcendental position, beyond even the material mode of goodness. As the devotee's heart becomes increasingly sterilized by the sunshine of love, he attains a state called bhāva. This is the description of bhāva given by Rūpa Gosvāmī. Bhāva is the permanent characteristic of the living entity, and the crucial point of progress for bhāva is called the marginal state of love of Godhead. When the bhāva state becomes deeper and deeper, learned devotees call it love of Godhead. As stated in the Nārada-pañcarātra:
- ananya-mamatā viṣṇau mamatā prema-saṅgatā
- bhaktir ity ucyate bhīṣma- prahlādoddhava-nāradaiḥ
"When one is firmly convinced that Viṣṇu is the only object of love and worship and that there is no one else—not even a demigod—worthy of receiving devotional service, one is said to feel intimacy in his loving relationship with God. This is the conclusion of such personalities as Bhīṣma, Prahlāda, Uddhava and Nārada."
If due to some righteous activities which provoke devotional service one acquires some faith, one takes shelter of the good association of pure devotees and is influenced by their service attitude. Then he develops attachment for hearing and chanting. By developing hearing and chanting, one can advance further and further in regulative devotional service to the Supreme Lord. As one so advances, his misgivings about devotional service and his attraction to the material world proportionately diminish.