In classical economics, all behaviors are modeled as choices. That's not true of people in practice, but possibly some people choose a higher percentage of their behaviors than other people do. Maybe it's possible to train yourself to make more of your behaviors into choices. (In fact, just learning Econ 101 made me more inclined to consciously choose my behaviors.)

Part of the modelling of everything as choices is that for their purposes they don't care whether the choice happens to be conscious or not. That is an arbitrary distinction that matters more to us for the purpose of personal development and so we can flatter each other's conscious selves by pretending they are especially important.