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It is because of investment. He will invest time, effort, and emotion into her and anything that you invest in, you value more. Think about it this way...if you saved up for 5 years to get your dream car and then the day after you bought it you got a free one, which one would you value more? The one you saved up for of course...you have a connection with it because you invested time and effort into it.
If the girl just approaches the guy and lays her number and her body out there on a silver platter (literally or figuratively) then it is too easy. The guy didn't really have to do anything and thus he didn't invest anything for her and thus, he isn't attached to her. She has to appear as an ATTAINABLE challenge. If she appears to be too much of a challenge, the guy will lose interest.
I think I see the idea now. Not sure I agree with it, but I get it.
Here's the thing: if you want a guy attached to you, making him work harder for your affection won't necessarily be what's doing the job. It's not that working harder for something makes you appreciate it more; it's that people will work harder for things they want.
Sooo, I guess this would make sense if you're operating from a hardcore screening frame. A dude who wants a relationship will stick around and continue with the girl even if she's not making things easy for him. That dude would also be happy in a relationship if the girl just admitted a crush on him or something, and would stay with the girl even if they slept together on the first night. Guy who's just looking for an ONS, on the other hand, is playing a numbers game and won't necessarily put as much in. He'll move on to another target before he'll invest that much.
So from that perspective, it's not a matter of making the guy do more in order to get him invested; it's a matter of seeing who's willing to invest. Same action, different reason, works either way.