After his on- and off-again girlfriend Selena Gomez unfollowed him on Instagram last month, Justin Bieber finally did the same this week -- apparently to win her back.

According to Hollywood Life, Bieber is changing his game plan from being desperate and sweet to playing hard to get, starting off by unfollowing Gomez on Instagram on Nov. 12.

"Justin is under the assumption that if he completely ignores Selena and blows her off, she will come running," a source said. "So far, nothing else has worked -- sending flowers, trying to be ultra sweet and going to a bible study. It's like the more he tries to impress Selena, the more she avoids him."

Gomez's reconciliation with Bieber after him breaking her heart has undoubtedly been a never-ending cycle. The Canadian pop star is seemingly aware that completely ignoring the former child star and making her jealous will help him to get her attention eventually.

"So he figured he would go back to what has worked in the past - ignore her, flirt with hot girls and act like he doesn't care," the source said. "That's the real reason he stopped following her on Instagram."

Meanwhile, Gomez recently released her emotional new single titled "My Heart Wants What It Wants," inspired by Bieber, who thinks it is "beautiful" and "is taking this song as a sign that they will get back together."

"Why else would she still be talking about him and how much she loves him?" another source said. "He sees this as a signal from her that she's open to forgiving him. He still totally believes they're soul mates and they'll eventually be together."

"The song makes him sad," the source said. "He loves Selena and he hates to think of her hurting. It's a painful song. He's not angry, he's sad about it and he wants make it right."