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From the article:

The study used a simple proxy for social and sexual competition by pitting athletic young men against each other to see who was the most powerful rower.

[…]

The men who believed they had won received an average testosterone increase of 4.92%, while those convinced they had lost dropped by an average of 7.24%. Overall, men who thought they were winners had testosterone levels 14.46% higher their deflated opponents.

[…]

The men who thought they had lost showed no difference in their perceived value as a mate or confidence approaching women. However, the men who felt like winners had a ‘self-perceived mate value’ that was 6.53% higher, on average, than their rivals, and were 11.29% more likely to approach attractive women in an effort to instigate sexual relations.

“The endocrine system that controls hormones is responsive to situational changes. Previous research has shown that testosterone is lower when men are in a committed relationship, or have children, to promote long-term mating strategies,” said Longman.

“Our results show that both testosterone and its corresponding psychological effects can fluctuate quickly and opportunistically, shifting towards short-term mating in response to a perceived change in status that may increase mating value.”

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