This is the absolute crux of the issue. People don't know themselves. What the pre-frontal cortex of the brain thinks it wants is different from what the lizard brain wants. Often, what people say they're attracted to isn't what they're actually attracted to.

The simple fact is, women are often attracted to confident, assertive men; whether they're morally good people or not.

On dates, I've often played with being the "bad boy" type, and my god does it work wonders. By becoming less kind, less considerate and more aggressive, men often find that their dating success increases. As a man, it's quite the mindfuck when you realise that being less considerate often seems to make a lot of women more attracted to you. (Although I have to say, it’s generally younger women that seem to enjoy it, older women generally see it as immature).

Biology isn't politically correct.