topretendthat you are lessinterestedin someone than you really are as a way of making them moreinterestedin you,especiallyat thestartof aromanticrelationship:
（尤指恋爱之初）故作冷淡；装出矜持之态
Why won't youcallhim back? Are youplayinghard to get?你为什么不给他回电话？你是在故作矜持吗？