TY - JOUR T1 - Are You Blinded by the Heavy (Buyer)… JF - Journal of Advertising Research JO - J Advert Res SP - 561 LP - 563 DO - 10.2501/JAR-51-4-561-563 VL - 51 IS - 4 AU - Jenni Romaniuk Y1 - 2011/12/01 UR - http://www.journalofadvertisingresearch.com/content/51/4/561.abstract N2 - Light buyers usually are outshone by the seductive lure of the heavy buyer. Yet, when we look at the customer base of packaged goods brands, light buyers typically form the majority of the customers a brand has, acquires, and loses. this means we need to understand this segment, but how well equipped is marketing research to respond to this mandate? ER -