We suggest that individuals who are believed to be moderately selective in dating will be viewed as more desirable than individuals who are believed to be non-selective or extremely selective in dating. This reasoning is supported by the results of three experiments that demonstrate selectivity effects (1) using a procedure similar to that used in previous studies which have not yielded such effects, (2) for both male and female targets, and (3) in the context of an actual dating situation. Findings are discussed in terms of their indication of a possible basis for the common belief that being `hard-to-get' increases attraction.
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