Mobile services have rapidly become an important way for consumers to communicate, encounter services and exchange information. Marketers are increasingly using this channel for brand related advertising communications. However they have found that consumers are reluctant to try and adopt new mobile services and/or other products/services in response to advertising, unless the consumer has esta...

We tested whether standing autotrophic (unicellular algal) biomass is sensitive to variation in initial consumer (nondecomposer, heterotrophic protistan) diversity in experimental microbial microcosms. Our results showed a strong, negative relationship between autotrophic biomass and consumer species richness. Additional microcosm experiments showed that this relationship was due largely to the...