Why do women sometimes lie about their true feelings?

Anonymous
This might sound mad, but I am certain that a woman I know has feelings for me but when I asked her about it she denied it completely. We had spent a few months flirting and getting pretty cuddly prior to this and then she told me she just saw me as a brother! Frankly, I don't believe this, but understand she probably has her reasons and we are still friends, which I can deal with - either something will change with her or I will move on in due course, I'm sure. Even her young daughter said she thought we looked like we were in love!

Anyway, for the purposes of this question I need you to assume that I am not mad and what I have written is true and so at least one woman has indeed lied about her true feelings. I feel sure that some of you will have similar experiences so please could anyone tell me why someone would do that rather than say - 'I do feel the same but we can't have a relationship because...'. Surely that is more honest and less likely to end a friendship?
Why do women sometimes lie about their true feelings?
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