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.