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/Sounds like 'a-SER-se de ro-GAR'/

In Spanish-speaking cultures, to play hard to get — pretending you don't want something in order to be asked multiple times. The social game of withholding consent until sufficiently pursued.

Example

"He always plays hard to get — he wanted to come but made everyone beg first."

"Stop making everyone beg you and just say yes already."

Regional synonyms:

Estafar, engañar o traicionar a alguien en Argentina, hacerle algo sucio y dejarlo en una situación injusta. Si te garcaron, alguien abusó de tu confianza y te dejó pagando las consecuencias solo.