most women, myself included at a younger age, want to be the one to tame the bad boy. kinda like sandy in Grease. Danny loved her enough to change. but, once we grow up and mature, we realize that its the nice guys who really count. my brother was the ultimate nice guy, first date, took ladies to the beach, cooler with pic-nic and nice bottle of wine...called when he said he would...they blew him off. however, a little later in life, he met an older woman (only by about 2 years) but someone who appreciated a nice guy and they got married.
we all chase the bad boy for a while trying to be the "one" to change him, and some still do it-those masochistic women
kinda like in X-men 2 she says, we all flirt with the bad guy, but i married a good guy. so in order to attract women, the bad boy thing will work for a while, but once you have the one you actually want-change for her and she will love you forever (hopefully).