The study of respondent heterogeneity is one of the main areas of research in the eld of choice modelling. The general emphasis is on variations across respondents in relative taste parameters while maintaining the assumption of homogeneous utility maximising decision rules. While recent work has allowed for di erences in the utility speci cation across respondents in the context of looking at heterogeneous information processing strategies, the underlying assumption that all respondents employ the same choice paradigm remains. This is despite evidence in the literature that di erent paradigms work di erently well on given datasets. In this paper, we argue that such di erences may in fact extend to respondents within a single dataset. We accommodate these differences in a latent class model, where individual classes make use of di erent underlying paradigms.We present four applications using three di erent datasets, showing mixtures between standard" random utility maximisation models and lexicography based models, models with multiple reference points, elimination by aspects models and random regret minimisation models. In each of the case studies, the behavioural mixing model obtains signi cant gains in t over the base structure where all respondents are hypothesised to use the same rule. The ndings o er important further insights into the behavioural patterns of respondents. There is also evidence that what is retrieved as taste heterogeneity in standard models may in fact be heterogeneity in decision rules.