" The importance of context is also shown by the attraction tactic of acting coy or unavailable. Appearing indifferent to a person one likes and playing hard to get are judged to be more effective for women than for men. Furthermore, these forms of coyness are more effective for women in the context of long-term as opposed to casual mates.33 This outcome meshes perfectly with the sexual strategies of both women and men. The coyness tactic works for women seeking committed mates because it signals both desirability and fidelity. Men think that if a woman is easy for them to get sexually, then she may be easy for other men too. "

― David M. Buss , The Evolution Of Desire: Strategies of Human Mating