For me, it's not the good girl or the bad girl. Rather, it's that I prefer the woman who initiates a confrontation.
Sometimes that will be the bad girl. But, for example, in a love triangle situation, if the rightful wife or gf is an insufferable witch, then I root for the girl who inserts herself into the relationship and tries to steal the man. In that situation, I'm rooting for the hero.
Similarly, in a fight over a job or a promotion, the woman who "deserves" the job is the good girl. But if the other woman, the "bad girl", says, "hey, what do you say, good girl, you and me--let's fight for it"--well, right there, she just earned my admiration.
Finally, 2 women with a long-buried grudge: whatever the cause or source of the original beef, it doesn't matter to me--my respect goes to the woman who resurrects the grudge and wants it settled physically.