  Customer behavior is often assumed to follow weak rationality, which implies
that adding a product to an assortment will not increase the choice probability
of another product in that assortment. However, an increasing amount of
research has revealed that customers are not necessarily rational when making
decisions. In this paper, we propose a new nonparametric choice model that
relaxes this assumption and can model a wider range of customer behavior, such
as decoy effects between products. In this model, each customer type is
associated with a binary decision tree, which represents a decision process for
making a purchase based on checking for the existence of specific products in
the assortment. Together with a probability distribution over customer types,
we show that the resulting model -- a decision forest -- is able to represent
any customer choice model, including models that are inconsistent with weak
rationality. We theoretically characterize the depth of the forest needed to
fit a data set of historical assortments and prove that with high probability,
a forest whose depth scales logarithmically in the number of assortments is
sufficient to fit most data sets. We also propose two practical algorithms --
one based on column generation and one based on random sampling -- for
estimating such models from data. Using synthetic data and real transaction
data exhibiting non-rational behavior, we show that the model outperforms both
rational and non-rational benchmark models in out-of-sample predictive ability.
