New research says the age-old adage of playing hard to get to get a man's attention doesn't work.

Researchers have discovered that women who appear "nice" and friendly are more attractive to men.

On the other hand, men who are too eager and attentive are deemed unmanly, too vulnerable and even manipulative by women.

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All participants in the study were straight.

Professor Gurit Birnbaum of the Interdisciplinary Centre in Israel said women are more turned on by unresponsive men. Men, on the other hand, are sexually aroused by women who are "responsive to their needs".

The first experiment involved 112 single undergrads aged 20 to 33 years old. They were paired with a member of the opposite sex for 30 minutes.

The second test, conducted by the University of Rochester in the US, was composed of men and women who were given photos of their dates and made to discuss with them a current life dilemma. Virtual dates were told to either be sympathetic or indifferent.

Women online who were sympathetic and agreeable were more attractive to men.

However, there was a divide among the women in the group. Some women found online dates who were sympathetic to be less dominant and too feminine.

Others were suspicious of a responsive man's intentions, while others saw responsive strangers as warm and caring.

A third test involving 80 men who were asked to communicate with women via an instant messenger. This test revealed that men continued to find women who were friendly and agreeable to be more sexually attractive.

Although the study revealed that men's sexual desires increased with friendliness and agreeability, the underlying reason for women's desires when it comes to new acquaintanceships were not as clear.

The research was published in Personality and Social Psychology Bulletin.

Tagsdating, Love, men, women, SEX