LEXINGTON, Ky. (March 9, 2026) — Every March, millions of Americans fill out brackets convinced they’re making smart, data-driven picks.
But when the upsets roll in — and our favorite teams advance further on our sheets than the stats suggest they should — it raises a bigger question: are we choosing with our heads, or with our identities?
In the Q&A below, Caroline Brooks, Ph.D., assistant professor in the Department of Sociology in the College of Arts and Sciences at the University of Kentucky, unpacks the hidden biases behind our bracket decisions, from in-group favoritism to the powerful pull of belonging.
The result: A closer look at how