A review of studies on Winning and Losing, outcomes of methodology and application. (Final Draft)
It is generalized that winning has a positive affect on mood and losing has a negative affect.The general perception of the public, media, spectators, players and coaches alike, is that success is judged as winning and failure as losing. However the emotional effects of winning and loosing are also in the importance of the specific competition to the individual.
In the case studies I found that it was not widely supported that winning and losing was the only factors that changed the outcome of overall mood and self worth.
Research shows that the environment of the test subject affects the outcome of the emotional state. For example, laboratory-based sport-like competitive motor tasks like bicycle ertometer studies suggested that pleasant and unpleasant emotional responses to winning or losing were related to causal attributions (Weiner, 1974) It is not consistent to say that a test in a laboratory is the same as real life game speed competition and feeling of stess over the outcome of the test. Some researches argued that results from studies that have staged competitions for research purposes lack generalisability to actual organised competitive sport settings. Research studies which are conducted in the context of a real-life sport competition will have greater real life emotional outcomes and may avoid the problem of generalization of results.
Studies in real life competitions show that winners reported experiencing significantly higher levels of arousal and significantly lower levels of stress than losers (Cox and Kerr, 1990). Also, players reported feeling less serious and more spontaneous after winning than after losing (Kerr and van Schaik, 1995). Among students playing a competitive table tennis game towards the end of a series of physical education skills classes, winners were significantly more satisfied, proud, confident and grateful after the game than losers, who in turn felt significantly more angry, depressed incompetent and surprised than winners (McAuley et al. (1983).
Conclusion
In the studies that used the Ertometer for artificial test environments the outcome was controlled and not necessarily inaccurate but not what I would call authentic test results. It is useful to use these methods in certain cases but when you are studying the affects of environmental situations on individuals you need the real thing. The outcome however for all the studies was very similar Winning produces a positive emotional outcome and Losing in a negative emotional state catalyst.

Cox and Kerr, 1990 Cox, T., and Kerr, J. H. (1990). Self-reported mood in competitive squash. Personality and Individual Differences, 11, 199–203.

Kerr and van Schaik, 1995 Kerr, J. H., and van Schaik, P. (1995). Effects of game outcome on psychological mood states in rugby. Personality and Individual Differences, 19, 407–410.
McAuley and Duncan, 1989 McAuley, E., and Duncan, T. E. (1989). Cognitive appraisal and affective reactions following physical achievement outcomes. Journal of Sport Psychology, 12, 415–426.
McAuley et al. (1983) McAuley, E., Russell, D., and Gross, J. B. (1983). Affective consequences of winning and losing: an attributional analysis. Journal of Sport Psychology, 5, 278–287.

Weiner, 1974 Weiner, B. (1974). Achievement motivation and attribution theory. Morristown, NJ: General Learning Press.