There's a good chance you've never heard of Robert Trivers. I hadn't either until recently. But he's an important figure in the field of evolutionary biology, particularly in working out the evolution of social behaviors within and between animal species.
One of his key insights has to do with deception. It had long been recognized that deception is common in virtually all forms of animal communication. Birds will pretend to bury food in one place while actually leaving it someplace else if they know that other birds are watching them. Many species have a form of bluff-charge, to scare off rivals or predators without the danger of an actual fight.