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Researchers once asked a group of students to treat a “shy and homely” woman as though she were extremely attractive. (I’m not totally clear on the ethics of this research, or who deemed her uggo, but whatever.) Her confidence skyrocketed over the course of the semester, and other, male students (who had no idea she was the subject of guerrilla research) started asking her out. “The more self-assured she was, the more open she was with men—and the more attractive she became,”