The psychology of winning - and losing - CBS News (CBS News) The phrase "Win some, lose some" will be little consolation for the players and fans of whichever team loses in today's Super Bowl. Just ask somebody who's been there. Our Cover Story is reported by Susan Spencer of 48 Hours: In football-crazed Buffalo, the Bills are revered . . . and to this day, so is the number 12. Jim Kelly (whose jersey number is the only one the Bills have retired) proudly wore number 12 for eleven years, winning more than 100 games. Starting in 1990, he did something that no other quarterback in history has ever achieved: He led his team to FOUR straight Super Bowls. It hasn't happened since, and Kelly said, "It will never happen again. There's no way. To what we did, I'm very proud. I'm proud to say I was quarterback of those teams. It will never happen -- going to Super Bowl four years in a row, that's just, you know, unheard of. Also unheard of: the excruciating outcome. The Bills LOST every single one of them. Kelly told Spencer he's hasn't watched any of the replays: "Never have seen a game film of any of the Super Bowls, never watched one." Why not? If I went back, I would have to repeat that all over my mind. I'm at ease now, knowing what we accomplished, even though we didn't win 'em. I feel all right with that. In football and in life, whenever we lose, we try to be stoic, and console ourselves with brave thoughts about lessons learned, about how we played the game. Because, as the saying goes, winning isn't EVERYTHING. Fine. Then again, suppose it IS? According to psychology professor Ian Robertson, of Trinity College in Dublin, "Winning's probably the single most important thing in shaping people's lives." Robertson has studied winning, and what winning can mean. "All species have hierarchies," he told Spencer. And your position in that hierarchy will determine your health, your mental function, your mood. Complete CBSNews.com coverage: Super Bowl XLVII Super Bowl XLVII on CBSSports.com Super Bowl XLVII viewing guide Watch: Super Bowl's greatest commercials (CBS.com) Robertson argues in his book, "The Winner Effect," that the reason it's so much fun to win is largely chemical. Winning increases testosterone, which in turn increases the chemical messenger dopamine, and that dopamine hits the reward network in the brain, which makes us feel better. Feel better . . . and, it seems, even live longer. It turns out Nobel Prize winners outlive the also-brilliant Nobel nominees by roughly two years. Baseball players who make it into the Hall of Fame have a couple of years on players who are turned away. In Hollywood, it's really Winner Takes All: Academy Award-winners live, on average, four years longer than other actors. "Think about the difference in billing of a film, Academy Award-winner versus Academy Award-nominee," said Duke University neuroscientist Scott Huettel. So people who win the awards can command more for their next film. A scientist who wins a Nobel Prize will, of course, be able to be hired by any university in the world. Huettel says the fact that there is often such a fine line between winning and losing doesn't seem to affect how we feel about second best. There's this classic study that looked at athletes in the Olympics. And they did something very, very clever: They just looked to see how happy athletes were when they won. They looked at photographs and had unbiased people coding what the facial expression were. They were stunned at what they saw: You'll see the common pattern: The gold medalist is very happy, the bronze medalist is very happy, and the silver medalist often had this sort of blank expression on his or her face -- sort of staring out into the distance. Of course, there's no shame in silver . . . unless you can't stop fixating on gold. / Al Bello/Getty Images "The bronze medalists had thoughts that compared themselves to everybody else, so they thought, 'Wow, if I'd only done a little worse, I would be one of those many people that's not here on the medal stand -- I made it, I'm a medalist!'" said Huettel. The silver medalists, though, had thoughts that compared themselves to the gold medalist -- I just missed it!' An example: Bronze medalist Ryan Lochte, beaming on the podium, next to silver medalist Laszlo Cseh (left, in Beijing in 2008). "He is the second best swimmer in the world, and he is miserable," said Huettel. Olympians aren't the only ones who hate coming up short. We ALL do, and that keeps business booming for sports psychologist William Wiener. His clients -- from pro athletes to Little Leaguers (and, of course, their parents) -- have one thing in common, he says: "In their minds, losing is catastrophic."