RT Journal Article SR Electronic T1 Are You Blinded by the Heavy (Buyer)… JF Journal of Advertising Research JO J Advert Res FD WARC SP 561 OP 563 DO 10.2501/JAR-51-4-561-563 VO 51 IS 4 A1 Romaniuk, Jenni YR 2011 UL http://www.journalofadvertisingresearch.com/content/51/4/561.abstract 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?