mentally many of them think they like nice guys until they get one. But he is predictable therefore boring. Woman like a little mystery. Also a lot of guys overdo niceness.  While the bad boy image is one that some guys try to emulate, in effect trying to be what woman want. The truth is that it's best to be yourself and let the chips fall where they may. Women like a man to be himself. And if that means you are a bit of a bad boy so be it.