I consider myself a very confident woman and yet, I will fall prey to this learned response. For example, I had a friend call me "hot" and I replied "yeah, right."
Why?! I don't think I am ugly, and many times I look in the mirror and think "Daaammmn! I look good!"
So, here it is! Embrace the complements! You know it is true - you look good. So don't be coy, just say "thanks" and think: "damn, I look good!"