Scientific studies show people want to be associated with success and that our self-esteem grows when we're part of the "in" crowd. Walk one well-dressed job candidate through the door, then follow him up with a schlub, and the studies show the majority of us favor the person who appears more attractive, almost regardless of their credentials. But take that same dynamic into a sporting contest, where it's a scraggly No. 14 seed against a polished No. 3, and the perceptions change.