From said courting, the 'nice guy' may hope to form a romantic relationship or may be motivated by a simple desire to increase his sexual activity.
The results of failure are often resentment toward women and/or society.
In other words, women say that they want nice guys, but really go for men who are "jerks" or "bad boys" in the end.
When used negatively, a nice guy implies a male who is unassertive, does not express his true feelings and, in the context of dating (in which the term is often used Herold & Milhausen conclude that "the answer to the question 'Do nice guys finish last?
' is complicated in that it is influenced both by the measurement instruments used and by subject characteristics." Studies that explicitly use the term "nice guy" sometimes cite research that does not directly use the term, but which addresses behaviours that are often associated with "niceness." One difficulty in studying the "nice guy" phenomenon is due to the ambiguity of the "nice guy" construct.
The 'nice guy' is commonly said to be put by women "into the friend zone" who do not reciprocate his romantic or sexual interest.
Third wave feminist interpretations tend to see this resentment as being based upon an assumption by men that they are entitled to sex and are therefore confused when they find that it is not forthcoming despite their supposed 'niceness'.
The "nice guys finish last" phrase is also said to be coined by American biologist Garrett Hardin to sum up the selfish gene theory of life and evolution.