History
The question of whether individuals of the same species might not be attempting to deceive each other was raised by Richard Dawkins and John Krebs in 1978. This thinking was prompted by the application of a gene-centered view of evolution to the use of threat displays. Dawkins & Krebs criticised previous ethologists, such as Nikolaas Tinbergen and Desmond Morris among others, for supporting the view that such displays were used "for the good of the species". Dawkins and Krebs (and Krebs and Dawkins, 1982) argued that such communication ought to be viewed as an evolutionary arms race in which signallers evolve to become better at manipulating receivers, while receivers evolve to become more resistant to manipulation.
The game theoretical model of the war of attrition was applied to the problem, and appeared to suggest that threat displays ought not to convey any reliable information about intentions (Caryl, 1979).
Read more about this topic: Signalling Theory
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—Ralph Waldo Emerson (1803–1882)