PT - JOURNAL ARTICLE AU - Romaniuk, Jenni TI - Are You Blinded by the Heavy (Buyer)… AID - 10.2501/JAR-51-4-561-563 DP - 2011 Dec 01 TA - Journal of Advertising Research PG - 561--563 VI - 51 IP - 4 4099 - http://www.journalofadvertisingresearch.com/content/51/4/561.short 4100 - http://www.journalofadvertisingresearch.com/content/51/4/561.full SO - J Advert Res2011 Dec 01; 51 AB - 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?