Does playing hard to get sometimes backfire?

A guy asked me out for lunch and I gently brushed it off. He continued to flirt afterward so I didn't think he took it too personally. I like him, it was just bad timing for me. I didn't see him for a few weeks and when I ran into him yesterday he acted like he didn't even see me. But he obviously did. I'm disappointed because I was hoping to get to know him better. I thought guys like it when girls play hard to get.
Does playing hard to get sometimes backfire?
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