As other research has found, women who believed the men liked them a lot were more attracted to the men than women who thought the men liked them only an average amount. However, the women who found the men most attractive were the ones who weren’t sure whether those men were into them or not.

“Numerous popular books advise people not to display their affections too openly to a potential romantic partner and to instead appear choosy and selective,” the authors write. Women in this study made their decisions based on very little information on the men — but in a situation not unlike meeting someone on an internet dating site, which is common these days. “When people first meet, it may be that popular dating advice is correct: Keeping people in the dark about how much we like them will increase how much they think about us and will pique their interest.”