Kids are most aggressive when they’re near the top of their social ladder, researchers find (more reality about bullies: "It’s the popular kids, not the misfits, who bully most, study finds": http://tinyurl.com/4vfr6af)
Bullies pick on those children who are the least likely to throw a punch. They may be socially withdrawn and anxious, and not very physical; and typically they are younger and smaller than the bully. That's why the bullies pick them in the first place.
When parents instruct such a child to fight back, they are asking the child to buck the odds. Your child might be the one to put the bully in his place but chances are it won't happen, and the child feels more of a failure; or the physical retaliation is not very effective and may excite the bully into provoking further reactions
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