“Nice guys finish last” is one of the most widely believed maxims of dating. Fleshed out, the idea goes something like this: heterosexual women might say they want nice characteristics in a partner, but in reality what they want is the challenge that comes with dating a “bad boy”. This idea is so widespread that some people are even making money off the back of it, selling self-help books and teaching men how to pick up women by insulting them – a practice known as “negging”.
Recently, an article published by Broadly claimed, “Everyone knows … are desirable. Thanks to a recent study, this is now scientifically verifiable.”