  We describe a context-sensitive model of choice, in which the selection
process is shaped not only by the attractiveness of items but also by their
semantics ('salience'). All items are ranked according to a relation of
salience, and a linear order is associated to each item. The selection of a
single element from a menu is justified by one of the linear orders indexed by
the most salient items in the menu. The general model provides a structured
explanation for any observed behavior, and allows us to to model the
'moodiness' of a decision maker, which is typical of choices requiring as many
distinct rationales as items. Asymptotically all choices are moody. We single
out a model of linear salience, in which the salience order is transitive and
complete, and characterize it by a behavioral property, called WARP(S). Choices
rationalizable by linear salience can only exhibit non-conflicting violations
of WARP. We also provide numerical estimates, which show the high selectivity
of this testable model of bounded rationality.
