In the context of animal aggression, the winner/loser effect is a cross-taxa phenomenon. In the present study, the effect of social contest experience on winning and losing subsequent encounters was investigated in the furious male lobster cockroach, Nauphoeta cinerea. Dominant and subordinate individuals were generated as the result of an encounter between two socially naïve males (SNMs); the winner and loser were designated as 1st encounter dominants and 1st encounter subordinates, respectively. With these dominants and subordinates, three experiments were conducted: (I) the original pair met in a re-encounter, (II) the 1st encounter dominants and subordinates were paired with an inexperienced SNM, (III) the 1st encounter dominants and subordinates were paired with an experienced individual of the same rank. Each experiment was conducted at 1 week, 2 weeks, 3 weeks, 4 weeks and 5 weeks after the 1st encounter fight. Juvenile hormone (JH) III titer was monitored in all individuals before and after each subsequent encounter. Our results showed that, in the original pairing and in the pairing with SNMs, the probability that a 1st encounter dominant (or subordinate) would win (or lose) the subsequent encounter fit well with the 95% confidence interval of the theoretical criteria proposed by Begin et al. (1969), indicating the existence of the winning/losing effect. However, this effect was inconsistent along the five-week observation period. For all 1st encounter dominants, at each week after the 1st encounter, the before subsequent encounter JH III titers distribution was significantly different from that on the 1st encounter day; the distributions of before subsequent encounter JH III titers could be further clustered into two groups, the higher JH III group and the lower JH III group, which were significantly correlated with subsequent winning and losing, respectively. For the 1st encounter subordinates, the distributions of before subsequent encounter JH III titers were not significantly different from that of SNMs, but the titer distributions were significantly shifted to a higher level compared to the 1st encounter day. Compared with before subsequent encounter, the after subsequent encounter hemolymph JH III level was significantly increased in winners and significantly decreased in losers. From these data, we propose that instability of the winner and loser effects may occur due to physiological costs and recovery; this instability may partly explain why the social hierarchy is unstable in this cockroach species.