Cialdini raamat
4
Usually, in combat with a rival, the larger and more powerful animal wins. To
avoid the harmful effects to the group of such physical conflict, however, many
species employ methods that frequently involve more form than fracas. The two ri-
vals confront each other with showy aggression displays that invariably include
size-enhancing tricks. Various mammals arch their backs and bristle their coats;
fish extend their fins and puff themselves up with water; birds unfurl and flutter
4Subhumans are not alone in this regard, even in modern times. For example, since 1900 the u.s.
presidency has been won by the taller of the major party candidates in nearly 90 percent of the elec-
tions. Research suggests that the height advantage may also apply to candidates for affection in con-
tests of the heart: women are significantly more likely to respond to a man's published personal ad
when he describes himself as tall. Interestingly for female ad-runners, size works in the opposite di-
rection
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