Too - they are not the 'clowns of the forest' some people want you to believe they are. They are always looking for their next meal.

Being aware of what can hurt you, is more than 1/2 the battle. Yes - they spook easily, especially if you are not a small, potential meal.

Opening your coat, coats, if more than one of you, facing him and yelling forcefully - even to attacking/running at him, will make him think he's inferior and not capable of attacking you. If you're not hunting him, scare him away. If you turn and walk away - the very worse thing next to running away, you are inviting an attack - maybe instantly - maybe from the side in a minute or two.

Edited to include the warning I gave each of my daughters, many years ago - at THAT time of the month, women are especially in jeopard of an attack. Seems to happen every year in one park or another in N America. In every instance, death is the result due to no-firearms laws in National Parks.