A common stereotype is that "nice guys finish last." The phrase is attributed to baseball manager Leo Durocher, though Durocher was originally referring to the opposing team rather than to male/female relationship dynamics. The full quote is, "All nice guys. They'll finish last. Nice guys. Finish last."
The "nice guys finish last" view is that there is a discrepancy between women's stated preferences and their actual choices in men: in other words, women say that they want nice guys, but really go for men who are "jerks", or "bad boys" in the end. Desrochers claims that many "sensitive" men do not believe that women want "nice guys" due to their personal experiences.
According to McDaniel, popular culture and dating advice "suggest that women claim they want a 'nice guy' because they believe that is what is expected of them when, in reality, they want the so-called 'challenge' that comes with dating a not-so-nice guy."
Urbaniak & Kilmann write that:
"Although women often portray themselves as wanting to date kind, sensitive, and emotionally expressive men, the nice guy stereotype contends that, when actually presented with a choice between such a 'nice guy' and an unkind, insensitive, emotionally-closed, 'macho man' or 'jerk,' they invariably reject the nice guy in favor of his 'so-called' macho competitor."
男不坏女不爱, 好像是真的 o_O
research comes from wikipedia.