Leading someone on. More specifically, the act of leading a woman to think you're in love with her while you actually have very little interest in her at all, but wouldn't mind "hooking up with her once in a while". The term comes from The Bachelorette contestant, Bentley, who did exactly that.
Girl 1: "What happened to John? I thought you two were getting serious."
Girl 2: "No. He was driving a Bentley".