From FHM 'A cock is for teasing' written by a female sex therapist:

 Cocktease… some people say it like it’s a bad thing. It entered the vernacular in the 1800s as derogatory sexual slang for women who tantalized men without delivering, but I'm starting to think that women should reclaim the word. As a very hot economist told me, keeping men wanting is like simple economics. “Men take anything – even sex – for granted if they think the supply is unlimited,” he said. “It’s about creating artificial scarcity.”