Girls tend to fall for "jerks" NOT because of their jerky personality. Not because of their bad attitudes and mindsets, but because of their good ones.
This can be hard to believe, but if you're a girl, and you come across people who exhibit the following personality traits, AND you had to choose between them:
A) needy, unreliable as a source of protection and security, a bit of a push-over, who is not even secure with himself, approval- and attention-seeking, and who is afraid to REALLY say what he wants (i.e. the "nice guy", as people tend to call them),
B) a powerful person, one who IS able to get things done, who is able to effectively make decisions, who is secure about himself, who is confident, who DOES say what he thinks, who knows what he wants and works to get them. The dominant and reliable, powerful person,
then the choice wouldn't be so hard. It just so happens that the people who have trait-selection B, AND stand out for them, are the people who take it just THAT bit too far. They are the people who don't give a rat's ass about what other people think of them, who are too quickly to abandon people or otherwise be aggressive in order to effectively get their needs met, who do not heed others' feelings, and therefore might say things they REALLY mean, but that are, at the same time, hurtful for the other person, etc.
So basically, for the most part, girls fall in love with only the POSITIVE traits of jerks. It has nothing to do with their own sense of self-worth (see more of that a bit further down, when I'll talk about attraction not being a choice).
DO NOTE that that is JUST the reason why girls favour "bad boy"-types over the "nice guy"-types. If they were to come across a person who combined the positive traits of both in a balanced set of traits, they'd go for it. Unfortunately, people who have themselves GENUINELY well together are hard to find anyways, and the people who ARE actually these "Mr. Rights" are probably taken anyways. So if it's really that hard to find Mr. Right today, people just settle for the next best thing: the Bad Boy-type.
Besides, it's not like girls CHOOSE with whom they fall in love with. People don't think "well, let me just fall in love with that person over there". Attraction JUST HAPPENS.
There are just certain types of intrinsic "buttons" or personality that we are attracted to (like confidence, effective decision-making, etc.). You could compare this to fear: you cannot "choose" to be scared or not. You just "get scared".
In short: if a person displays these pre-programmed positive traits, OUR BRAINS ARE WIRED to give a response of "Hey, I really like this guy!". And since "jerks" display these traits more than the stereotypical "nice guys", womens' brains just automatically respond to these persons by saying "Hey, I really like this guy!"... THEY HAVE ABSOLUTELY NO CONTROL OVER THIS!
Anywhoo, I hope you got some useful information from this post. Use it wisely ;p
Have a great day! ^