Participants who were randomly assigned to be winners of our Tetris competition evidenced both increased self-reported WTP for high-status products, and enhanced implicit bias towards high-status products on the IAT. We hypothesized that winners would reject more unfair offers than losers, as a result of the heightened social status from winning a competition. We hypothesized that testosterone levels would increase among winners and drop among losers. We used a 2-player Tetris competition that was previously shown to affect testosterone levels12,13. According to the Biosocial Model of Status (BMS)6,7, testosterone levels fluctuate as a function of the outcome of competitive interactions. Although these studies substantiate the link between testosterone and conspicuous consumption, they leave open the question of whether the effect of testosterone on status-related consumption is causal. By analogy, conspicuous consumption may represent a costly display of wealth that serves to increase an individual’s status within the social hierarchy3. The social factors increase testosterone study highlights that even indirect competition, such as video gaming or stock trading, can influence hormonal balance. While dominance and competition have clear links to testosterone levels, social support networks also play an essential role. A foundational studyexplaining how testosterone is more about status-seeking and social dominancethan simple aggression. In male chimpanzees, Pan troglodytes, dominance rank has been repeatedly linked to interindividual variation in testosterone levels, but evidence directly linking interindividual variation in testosterone and aggression is lacking. Studies suggest that losing can lead to a temporary decrease in testosterone, especially if the loss is perceived as a significant blow to one’s social standing. What role does age play in the relationship between fighting and testosterone? The key is the feeling of accomplishment and perceived social dominance. Competitive sports can also lead to a testosterone increase, especially after a win. Similar to watching fighting, pornography may cause a transient increase in testosterone, primarily due to sexual arousal. Can watching fighting or aggressive content increase testosterone? How can I naturally increase my testosterone levels without fighting? Studies on the effects of fighting and competition on testosterone levels have yielded mixed results. The sex hormone increases mating effort in male primates and this partly explains why high-ranking males have greater reproductive success. Testosterone does play an important role in the sexual behavior of most primates, females as well as males, humans included. Additionally, exogenous testosterone increased motivation in those with a stable high status. By driving both competitive and cooperative behavior, testosterone plays a pivotal role in shaping our social interactions and achievements. Individuals with higher testosterone levels tend to be more competitive and motivated to assert their dominance. When animals rise in social status, their testosterone levels increase as well. Higher testosterone levels have been linked to an increased perception of social dominance and leadership qualities. Individuals with higher testosterone levels are more likely to engage in behavior aimed at improving their social status, such as competing for resources or displaying assertive behavior. Beyond affecting our sensitivity to social inclusion and exclusion, testosterone plays a significant role in social anxiety and aggression, two aspects that deeply influence our social behavior. Previous research has suggested that testosterone, a sex hormone known to influence dominance behavior and sensitivity to status, might also affect self-esteem. The social experiences spike testosterone study highlights that adopting dominant roles, seeking out competitive challenges, and engaging in high-status behaviors can lead to hormonal optimization. Elevated testosterone levels can lead to increased dominance-seeking behavior, assertiveness, and risk-taking. For humans, the chosen approach will often depend on the particular social environment. Male chimps that are large and strong are apt to try to muscle their way to the top, while chimps that lack physical prowess will attempt to groom their way to greater status. For example, a guy like Elon Musk has very high status, even though he doesn’t look like the strongest dude out there. Indeed, an entitlement effect has been proposed to account for increased demand for fairness in asset distribution32,33. Furthermore, in the abovementioned studies, the authors adopted priming procedures in which participants were asked to write a scenario or underwent a short task to elicit the state of powerlessness. These findings are inconsistent to our observations, in which losing a competition decreased conspicuous consumption tendencies relative to winners. Specifically, individuals experiencing a laboratory induced sense of powerlessness, or self-threat, sought ownership of high-status goods14,15. Social status refers to an individual’s relative position within their social hierarchy in terms of wealth, ability, education, or professional prestige. High-ranking male primates experience increased testosterone production but the connection between sex hormones and status in female primates is less clear-cut. This change produces the increased confidence that accrues to social status as well as increased aggression. The findings contribute to our understanding of testosterone's causal role in status-seeking motivation in competition behavior, and indicate that testosterone adaptively increases our drive for high status in a context-dependent manner. In conclusion, testosterone's role in modulating competition and cooperation underscores its complex influence on our social behavior. In conclusion, testosterone's influence on social learning adds another layer to our understanding of this hormone's multifaceted role in social behavior. This intricate interplay between testosterone, social sensitivity, and social bonding adds a fascinating layer to our understanding of this potent hormone. This finding is particularly interesting in light of testosterone's role in promoting dominance behavior. For instance, a study conducted by the University of Bonn in Germany found that testosterone promotes social bonding by enhancing the brain's sensitivity to socially rewarding experiences. Contrary to the common perception of testosterone as a 'loner' hormone, research suggests that it plays a crucial role in fostering social bonds. Testosterone enhances the brain's sensitivity to status-related cues, making individuals more attuned to opportunities for improving their social rank. This testosterone-driven dominance behavior can be explained by the hormone's effect on the brain.