The same effect is evident in nature - animals that win fights for alpha male status experience a testosterone rush that makes them even more willing to fight and push their way to the top.

BBC: The psychology of the rogue trader

When he messily switched teams, gave up his Alpha Dog status to teammate Dwyane Wade, and still failed to win a championship in his first year, the naysayers seized on every opportunity to call him a choke artist, a waste of talent, a loser.

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Among her problems with Alpha was her feeling that other faiths were not given equal status.

BBC: NEWS | UK | Alpha 'feeds modern spiritual hunger'