If you see your special someone lose a competition, your subconscious may start whispering, "He's a loser," even as you insist your love is unaffected, according to researchers studying African cichlid fish. When female cichlids saw a favored suitor lose a fight with another male, the females showed marked changes in relatively primitive parts of their brains. Humans have those same primitive brain areas, suggesting we may subconsciously react in much the same way.