In contest experiments, overbidding is a widely observed phenomenon. One common explanation for overbidding is that winning in itself yields utility, termed the joy of winning. However, the joy of winning is di¢ cult to observe and to quantify. This paper develops a novel, incentivized way to measure the individual-speci…c joy of winning as well as the frustration of losing in a Tullock lottery contest. We …nd that the willingness to pay for a restart of the contest di¤ers between winners and losers. Compared to a theoretical benchmark, winners are more satis…ed and overbid for restart of the contest, while losers are less satis…ed and underbid. Further, e¤ort levels are higher in the second contest, which can be explained by selection of high e¤ort types with a high joy of winning into the restarted contest.