Sociology has long been tasked with investigating society’s most pressing challenges. But these days, sociologists’ greatest obstacle may be themselves.

As brackets fill and upsets unfold, experts say your picks may reveal more about your identity than your basketball knowledge. Dr. Caroline Brooks, a sociology professor at UK, explains why fans so often advance their alma mater farther than the odds suggest — and how social and cultural identities subtly shape our March Madness decisions.

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