Current psychometric models of choice behavior are strongly influenced by Thurstone's (1927, 1931) experimental and statistical work on measuring and scaling preferences. Aided by advances in computational techniques, choice models can now accommodate a wide range of different data types and sources of preference variability among respondents induced by such diverse factors as person-specific choice sets or different functional forms for the underlying utility representations. At the same time, these models are increasingly challenged by behavioral work demonstrating the prevalence of choice behavior that is not consistent with the underlying assumptions of these models. I discuss new modeling avenues that can account for such seemingly inconsistent choice behavior and conclude by emphasizing the interdisciplinary frontiers in the study of choice behavior and the resulting challenges for psychometricians.