  Even though classic theories and models of discrete choice pose man as a
rational being, it has been shown extensively that people persistently violate
rationality in their actual choices. Recent models of decision-making take
these violations often (partially) into account, however, a unified framework
has not been established. Here we propose such a framework, inspired by the
Ising model from statistical physics, and show that representing choice
problems as a graph, together with a simple choice process, allows us to
explain both rational decisions as well as violations of rationality.
