There have been multiple studies into the dynamics of human dating which have served as scientific proof of our somewhat nonsensical ways.

A 2014 study by the Chinese University of Hong Kong, the University of Toronto, and Stanford University found that playing “hard-to-get” sparks more interest and desire in a potential partner than being interested and engaging on a date.

During the study, male participants were asked to read a hypothetical date story, or meet a real woman in a speed date situation, during which the women that they read about in the story, or met on the date, either behaved in a positive, interested manner, or were passive and aloof.

The results found that the male participants were more interested in meeting the woman again when she'd played “hard-to-get” by acting disinterested on the date.

However, they also found that despite preferring to see the disinterested women again, the men actually liked the engaging women more.

Oh, what complicated creatures we are.

Another study in 2010 by the University of Virginia and Harvard University found that the scenario played out the same when the roles were reveresed. The researchers asked women to view the Facebook profiles of four male students who had previously seen their profiles. They were told that the men (a) liked them a lot, (b) liked them only an average amount, or (c) liked them either a lot or an average amount (the uncertain condition). The women who were in the uncertain condition reported thinking about the men the most, which in turn increased their attraction.

Why you'll never fancy that person who REALLY likes you, according to experts