Answer the following question given this paragraph: 

Conserving heat is also important, especially in small mammals. A small body has a relatively large surface area compared to its overall size. Because heat is lost from the surface of the body, small mammals lose a greater proportion of their body heat than large mammals. Mammals conserve body heat with their hair or fur. It traps a layer of warm air next to the skin. Most mammals can make their hair stand up from the skin, so it becomes an even better insulator. Even humans automatically contract these muscles when they are cold, causing goosebumps (see Figure below ). Mammals also have a layer of fat under the skin to help insulate the body. This fatty layer is not found in other vertebrates.


Q: In mammals, hair or fur help conserve bodily what?


A:
heat