How should I respond to his flirting?

When you like a girl and are flirting with her/trying to give her signals, if you don't get a response do you just move on to the next best thing? Or does it make you want her more?

There's this guy that's been giving me a lot of signals and I want to know what response I would get from him if I DON'T make a pass back at him, would it make him try harder or to let go?
How should I respond to his flirting?
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