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Just to be clear "leading someone on" means to convey the possibility of a relationship (or a continued relationship) with an individual without ever intending to have a relationship with that individual?
Men and women may both be assholes, but that doesn't preclude the possibility that they have different reasons for leading members of the opposite sex "on" and different strategies to do so.
I don't have much personal experience with "leading on" or being "led on". I would expect that men and women do so for similar reasons. Many of the reasons that MrFriendly describes seem likely. (Can anyone think of any obvious differences between the sexes for leading someone on?) However, I would expect that the characteristics of both possible partners that lead men and women to "lead someone on" differ.
I also know that men and women employ both similar and reliably different strategies to convey commitment in relationships. So, their strategies of "lead on" may be different.
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