Power has become the ultimate aphrodisiac for modern day men, according to a new study.
Research shows that two thirds of British men now lust after women in high-powered jobs.
Long gone are the days when the ideal woman was the domestic, stay-at-home type - now men believe the ultimate woman is a strong, sexy executive.
Attitude: More than a third of men said they also liked 'bad girl' Hollywood actresses like Megan Fox and Angelina Jolie
Experts say this is not only due to changing gender roles but due to economic hardship men may also be taking a more traditionally female view and looking for a 'provider'.
Research released today shows 66 per cent of men are most attracted to high-flying females, rising to 71 per cent among 30 to 34 year old men.
A girl who is strong, independent and professional is likely to be far more appealing to the modern male, according to the study by games company Electronic Arts.
Now 18 per cent of men look for a partner who's fun, 14 per cent want a woman who can stand up for themselves and nine per cent value spontaneity.
A further 35 per cent said they like so-called 'bad girls' like Hollywood actresses Angelina Jolie, Megan Fox and Welsh singer Charlotte Church.
Commenting on the findings, relationship expert Jo Barnett, said: 'Finances are harder than ever, and men who may once have been scared of a powerful, successful woman, have wised up.
Ambition: 60 per cent of women said they were more attracted to men with high-powered jobs
'They are now embracing it, as someone who is financially independent is a very alluring option.
'Also, media has sold us the powerful, executive woman as a very sexy image today.
'Women who have it all have a buzz about them, they are not so readily available and the guys flock to them.'
Those living in London are the most likely to be smitten by a high-profile woman, compared to just 56 per cent of the Welsh.
TOP TEN CELEBRITY 'LOVEABLE ROGUES'
1. Colin Farrell
2. Gerard Butler
3. Robbie Williams
4. Jude Law
5. Jonathan Rhys Meyers
6. Jose Mourinho
7. Russell Brand
8. Christian Bale
9. Danny Dyer
10. Simon Cowell
TOP TEN CELEBRITY BAD GIRLS
1. Angelina Jolie
2. Megan Fox
3. Charlotte Church
4. Sienna Miller
5. Lily Allen
6. Christina Aguilera
7. Lindsey Lohan
8. Britney Spears
9. Paris Hilton
10. Nicole Richie
Research also showed that when it comes to looking for their perfect man, most women are no longer looking for a knight in shining armour.
Men who display chivalrous and courteous behaviour are now regarded as weak or patronising by one in ten of the nation's females.
And for 45 per cent, the modern-day groomed man isn't their ideal either.
One in six now find loveable rogues like Irish actor Colin Farrell and Scottish-born heart throb Gerard Butler more appealing.
And, like men, they are also drawn to ambition - 60 per cent of women said they were more attracted to men with high-powered jobs.
Miss Barnett, of datingcoach.me.uk, said: 'Women are looking for the buzz and excitement to distract them from the mundane life of work, kids, usual.
'The 'bad boy' is a challenge, it works the same for women as it does for me, the harder the game, the more we want to play.
'Bad boys have that sex appeal that some of the chivalrous men just can't muster, it's the belief they have that they can play the field and get away with it.
'They have the ability to lay on the charm and we never quite know if they are telling the truth, but it's fun while it lasts.'
The research marks the launch of the new computer game The Sims Medieval.
Stuart Lang, marketing director for The Sims Medieval, said: 'It's interesting to see the change in appeal of men being attracted to high-powered women and more dominant bad-girl types.
'It shows the evolving position of women in society and the developments of their strength.
'These results show that there is still an element of Middle Age mentality in today's society, with women being drawn to roguish characters.'
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