This effect of winning reminds me of a report I heard on NPR this morning about Obama's new slogan: Win the Future. I agree, as they said, that "it's got teeth". There's a lot of unpacking to do in that slogan. And collectively, we may increase our testosterone yet.
SOURCES
http://timesofindia.indiatimes.com/life-style/health-fitness/fitness/Winners-have-higher-testosterone-levels/articleshow/7366420.cms
http://www.npr.org/2011/01/29/133311906/will-win-the-future-be-a-winner-for-obama