I think it's rare for people behaving badly to be fully aware that they're behaving badly, and proceeding anyways. Humans are constant rationalizers, and where sexual consent is the issue, there's a lot of ways for people to tell themselves it's okay. I've heard men say horrifying things in all seriousness. "You need to be a little forceful so she can say 'no' and then give in." "I kept going and she stopped saying no." "Women have rape fantasies, so they actually want it to happen"