This is and has always been the case mate. Girls love 'the chase' because they arent used to it, especially attractive ones. They are used to having the power, getting the compliments, getting drinks bought and having guys chase after them, therefore to go for one of these guys just doesnt appeal to them as it holds no value, its not a challenge therefore making it boring to them. As soon as a guy takes that power away, by throwing in negs, not paying her attention like everyone else etc. she will instantly try and get more attention from him, therefore chasing after him.
From personal experience i find that when i start hanging out with other girls, or not paying her as much attention, she suddenly lusts after me and comes crawling back. A favourite quote of mine from the book - 'The Game', is "you have to be willing to lose the girl in order to get her", or something along those lines. This really applies to this situation.. If you act like you have other options (other girls) and that this girl isnt the be all and end all of the world and that you dont need to chase her, then you will find she suddenly tries a lot harder to get your attention.
You can also try and demonstrate higher value or social proof, by being the life of a party, and again ignoring her a bit.. talking to her friends more than her and paying them attention, especially her guy friends. Gain control of the guys and obstacles and you have gained control of the girl
Zeus