1. The chase
Just like men, women love the chase. This is especially true when a beautiful women gets attention from many guys who would do anything for her. Since these types of women are usually chased by men who are vying for their attention, women are intrigued by men who act "disinterested" in her, or play the hot and cold game. In other words, a man who treats a woman like she isn't a priority will most likely get her attention and keep it for a while.
2. A**holes are usually good liars
The a**hole is usually a manipulative type of person. This means that he will lie to his partner telling her what she wants to hear if it gets him what he wants. He will deceive her, and lie to her with his words- either because that is his nature and he is a selfish human, or because he is just having fun. Either way, the woman will be led to believe she has a good guy, or a guy that is relationship material.
3. He fights, and cries because he "cares"
There is quite a popular belief by both sexes that if he/she cares enough to fight (verbally), or express emotions (anger, sadness etc) then that person who is exuding this action must care about the other person and the outcome of the relationship. After all, if you don't act then you must not care? This is a very classic way for the a**hole to either pretend that he truly cares, or to simply lash out their bad temper and disguise it as a form of care and affection. Be careful of this.