This sound is from Game Show Winner Sound Effects Soundboard

The winner and loser effect is an aggression phenomenon in which the winner effect is the increased probability that an animal will win future aggressive interactions after experiencing previous wins. The loser effect can increase or decrease an animal's aggressive behaviour, depending on what effect affects the species of concern.
See also: Who Wants to Be a Millionaire? (British game show), Wipeout (2008 game show), Skull and Bones (video game), Remote Control (game show), The Movies, and Mastermind (British game show).