To explain trade-offs in choice, researchers have proposed myriad phenomena and decision rules, each paired with separate theories and idiosyncratic vocabularies. Yet most choice problems are ultimately resolved with one of just two types of solutions: mixed or extreme. For example, people adopt...

Segmentation and targeting are cornerstones of marketing and advertising. While it is common to segment and target customers based on demographic characteristics, these practices may seem increasingly at odds with recent cultural movements (e.g., #MeToo, Black Lives Matter). Yet research to date...