Quick disclaimer here, as I am not from a western country so I don't know much about this "bad boy" things. But after observing some of my friends and other women I came to this conclusion :
Women like bad guys because of
(i.) the respect they receive; nobody wants to mess with that loose guy who looks like he could kill with only his glare.
(ii.) Status; they are usually held in high regard by peers.
(iii.) "Usability"; okay picture this a girl sweet talks your guys into doing something for her, you know he is just being nice but it still irks you for some reason.
Meanwhile a "bad boy" would not even get asked for favours because the girls are too scared to approach him and be possibly rejected, So he exclusive for your use.
(iii.) reliability; they think the bad boy has the best connections and can get them most things they want.
This is what I think, as I said I am not from the west so I may be wrong.
If you where ever attracted to a "bad boy" then tell me what attracted you, are these the reasons?
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