This happened to a friend of mine today and I myself am guilty of this behavior.

My friend (male, I am female), was played by a female friend of ours. He really liked her. She knew this and flirted back with him, she's not that interested though, and he's crushed. I'm guilty of doing this to guys in the past. Women like being flirted with and they like flirting. It feels good to get attention, from anyone, and if the guy is decent looking, it's encouraged because it builds up a girls self esteem. I'm not saying this is correct bah honour. It's really not, but guys should know that it happens. A lot. I just don't want y'all to be this sobbing mess on my couch that is my buddy. Stay safe and watch out for girls like this. They aren't hard to spot but easy to fall for.