How to fail in advertising: the potential of marketing theory to predict the community‐level selection of defended prey

Economics and ecology both present us with a key challenge: scaling up from individual behaviour to community-level effects. As a result, biologists have frequently utilized theories and frameworks from economics in their attempt to better understand animal behaviour. In the study of predator–prey interactions, we face a particularly difficult task—understanding how predator choices and strategies will impact the ecology and evolution not just of individual prey species, but whole communities. However, a similar challenge has been encountered, and largely solved, in Marketing, which has created frameworks that successfully predict human consumer behaviour at the community level. We argue that by applying these frameworks to non-human consumers, we can leverage this predictive power to understand the behaviour of these key ecological actors in shaping the communities they act upon. We here use predator–prey interactions, as a case study, to demonstrate and discuss the potential of marketing and human-consumer theory in helping us bridge the gap from laboratory experiments to complex community dynamics

Reproductive interference in insects

1. Reproductive interference occurs when members of different species engage in reproductive interactions, leading to a fitness cost to one or both actors. 2. These interactions can arise through signal interference (‘signal-jamming’), disrupted mate searching, heterospecific rivalry, mate choice errors, or misplaced courtship, mating attempts or copulation. 3. We present a definition of reproductive interference (RI) and discuss the extent to which a failure of species discrimination is central to a definition of RI. 4. The possible mechanisms of RI are reviewed, using a range of insect examples. 5. Some of the causes and consequences of RI are discussed, focusing in particular on mating systems and mating system evolution. 6. We conclude by considering future ways forward, highlighting the opportunities for new theory and tests of the old theory presented by reproductive interference.PostprintPeer reviewe

Safety in Numbers : How Color Morph Frequency Affects Predation Risk in an Aposematic Moth*

Polymorphic warning signals in aposematic systems are enigmatic because predator learning should favor the most common form, creating positive frequency-dependent survival. However, many populations exhibit variation in warning signals. There are various selective mechanisms that can counter positive frequency-dependent selection and lead to temporal or spatial warning signal diversification. Examining these mechanisms and their effects requires first confirming whether the most common morphs are favored at both local and regional scales. Empirical examples of this are uncommon and often include potentially confounding factors, such as a lack of knowledge of predator identity and behavior. We tested how bird behavior influences the survival of three coexisting morphs of the aposematic wood tiger moth Arctia plantaginis offered to a sympatric predator (great tit Parus major) at different frequencies. We found that although positive frequency-dependent selection is present, its strength is affected by predator characteristics and varying prey profitability. These results highlight the need to understand predator foraging in natural communities with variable prey defenses in order to better examine how behavioral interactions shape evolutionary outcomes.Peer reviewe

Geographic mosaic of selection by avian predators on hindwing warning colour in a polymorphic aposematic moth

Warning signals are predicted to develop signal monomorphism via positive frequency-dependent selection (+FDS) albeit many aposematic systems exhibit signal polymorphism. To understand this mismatch, we conducted a large-scale predation experiment in four countries, among which the frequencies of hindwing warning coloration of the aposematic moth,Arctia plantaginis,differ. Here we show that selection by avian predators on warning colour is predicted by local morph frequency and predator community composition. We found +FDS to be the strongest in monomorphic Scotland and lowest in polymorphic Finland, where the attack risk of moth morphs depended on the local avian community. +FDS was also found where the predator community was the least diverse (Georgia), whereas in the most diverse avian community (Estonia), hardly any models were attacked. Our results support the idea that spatial variation in predator communities alters the strength or direction of selection on warning signals, thus facilitating a geographic mosaic of selection.Peer reviewe