It is called piloerection and it is a physiological reaction to fear and cold. It is basically the same thing that happens to people when they get goosebumps. When threatened with danger or when overcome with cold mammals’ nervous system releases epinephrine (adrenaline). In a situation of danger this chemical process triggers a sub-conscious decision of “fight or flight.” It is the release of epinephrine that causes contraction of very small muscles connected to hair follicles, causing the hairs to rise.
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