PsyBlog digs into psych study history and answers the question, Does Playing Hard To Get Work?:
[E]very time psychologists used an experiment to test the idea that playing hard to get is a good dating strategy, their results didn’t make any sense. At least not until 1973 when Elaine Walster and colleagues at the University of Wisconsin finally hit upon a method that teased out the subtleties (Walster et al., 1973).