First of all the advice DON'T REACT when the bird bites IS THE DUMBEST PIECE OF ADVICE BIRD OWNERS GIVE EACH OTHER... THAT ONE IS AN OLD WIVES TAIL AND IT'S BAD ADVICE... (From someone old school who used to rehab the biters!!)
In the wild, if a bird is attacky with another bird in the flock, that bird does not just sit there and let him do it. THERE IS AN IMMEDIATE REACTION... WITH IMMEDIATE "KNOCK IT OFF" MESSAGES SENT....
SECOND I need a little context for the biting. Could be a "mate aggression" type issue, where the bird is overbonding with you, and/or something the bird doesn't like is triggering the bite.
He could be warning you to stay away from that person, or that thing... so context. Look for triggers.
Could be the bird is just hormonal and grumpy.
Could be a "Permissive parenting" issue. I BITE BECAUSE I KNOW I CAN GET AWAY WITH IT.
Somewhere on this site, a long time ago, I wrote a detailed post on bite training... not sure where it is, or even what it was called anymore.
BOTTOM LINE: Parrot training is a life long thing. Go back to square one and do the basics again. Step up. No bite. Trouch training. And bite pressure training. A refresher course is good for them when they act up.
And again with macaws it's all about boundary setting. NO BITING! is one of those boundaries that has to be enforced. CONSISTENTLY!
IGNORING THE BITE DOES THE OPPOSITE OF REINFORCING THE BOUNDARIES. IT COMMUNICATES TO THE BIRD THAT I AM GOING TO JUST SIT HERE AND PUT UP WITH IT... You can inadvertently train your bird to bite you based on this advice... I HAVE ALWAYS CONSIDERED THIS ADVICE TO BE NONSENSE.
"Do not react" is very sound advice if you are not sure why your bird has bitten. If you react in the wrong way, you risk reinforcing a behavioral function and strengthening aversive behavior (thereby increasing the likelihood that the biting will occur again in order to meet the same purpose). All behavior serves a function and birds /people only do things because we have a purpose (getting those functions met). If you are bitten and don't know why, it is best never to react. The same is true with children. If a child bites you and you have no idea why, sometimes reacting can be more reinforcing than pretending it didn't happen at all. By reacting, you show the child (or bird) that their mouth can impact your behavior....You do NOT want to do that. I am a board certified behavior analyst, and I can say with conviction that ABA works for people and parrots--- the thing is, reactions can reinforce if you misinterpret the motivation behind a behavior. For instance, let's say I take a kid to the store and they start crying and screaming because their "foot hurts" so I walk them out of the store and start lecturing them about being noisy in public...But then, over time, their foot hurts more and more....hmmm...well, if crying/screaming (for any reason) leads to removal from the store, I may very well be reinforcing an escape behavior-- and if they enjoy 1-on-1 attention, I have also shown them that screaming in public gets them my undecided attention (any attention is good for an attention-seeker). That is not to say that all behaviors are escape-related, but some are and if you remove a child in an escape-oriented situation, you gratify that behavior. The same is true of birds.
Most behaviors are aimed at achieving 1. attention, 2. escape, 3. tangibles or 3. sensory needs.
Now,if you know why the bird bit you (e.g, you conducted a functional behavior analysis and used ABA) then yes, react accordingly...But most people don't do that and if they react, they risk reinforcing a bad behavior.
Read body language 1st...and then if you are bitten, do not react (unless you are 500% certain that you know why you were bitten).
An antecedent, behavior, consequence chart (ABC Chart) can help you determine the function of a bird's behavior. It is part of ABA (Applied Behavior Analysis) and it is what bird behaviorists use to remedy problem behavior 99% of the time.
If you are trying to put your bird into its cage and it bites you, DO NOT REACT--- you are putting the bird in its cage whether or not it bites, so reacting just gives the bird incentive to push the envelope....Do you see what I mean here? If what you are doing must be done, then whether the bird bites or not is inconsequential. Does this mean your action will not damage trust? No--- you may hurt your bird's trust by forcing it into something, but if you commit to it, you have to follow through.
I am not saying to IGNORE ALL BITES--- Birds do bite for a reason, but unless you know what they reason is, then you have no way of knowing HOW to react. Your reaction will shape whether or not that bird responds similarly in the future or not. You must always pay attention to body language and do everything you can to avoid being bitten, but if it happens and you really have no clue why, then reacting is a huge gamble which is best avoided.
A bird who bites to get away with it isn't biting to bite, it is biting because it realizes that by biting, it can get its needs met (be the needs attention, escape, tangibles or sensory).
I do not totally disagree with everything Birdman said--he makes some very good points--but the semantics/wording are off. I have a feeling we would agree if we spoke about specific scenarios, I just don't think that reacting is the best course of action unless you have isolated the behavior's function. That doesn't mean you get to just ignore everything or forget body language either...it takes a lifetime and it is a science.