A processing apparatus is disclosed for representing cognitively biased selection behavior of a consumer as a learnable model with high prediction accuracy taking into account even feature values of a product and the consumer. The processing apparatus generates a selection model obtained by modeling selection behavior of a selection entity that selects at least one choice out of presented input choices. The processing apparatus includes an acquiring unit to acquire training data including a plurality of input feature vectors that indicate features of a plurality of the choices presented to the selection entity and an output feature vector that indicates a feature of an output choice. The processing apparatus further includes an input combining unit to combine the plurality of input vectors to generate an input combined vector, and a learning processing unit to learn a selection model on the basis of the input combined vector and the output vector.