Walster, Walster, Piliavin and Schmidt's (1973) finding that a selectively hard-to-get female was preferred over either an easy-to-get or a hard-to-get female was replicated for unfrustrated males. However, when males were mildly frustrated, they preferred females who had indicated attraction toward them. The implications of these results were discussed in terms of external rewards and the motivational state of individuals.
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Forsyth, Donelson R., and Russell D. Clark, III. "The Effects of Frustration and Social Desirability on Heterosexual Attraction." Representative Research in Social Psychology 6 (1975): 114-18.