Cialdini raamat
to benefit by substituting the former for the latter. In some animal societies, in
which the status of an animal is assigned on the basis of dominance, size is an im-
portant factor in determining which animal will achieve which status level in the
group.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
annaabi.ee 
