School choice positions parents as consumers who select schools that maximize their preferences. This account has been shaped by rational choice theory. In this essay, Terri Wilson contrasts a rational choice framework of "preferences" with John Dewey's understanding of "interest." To illustrate this contrast, she draws on an example of one parent's school decision-making process. Dewey's concept of interest offers an alternative conceptual vocabulary attentive to the complex, value-laden, and evolving process of choosing a school. Her analysis considers how schools might not just appeal to the preexisting preferences of families, but might instead actively shape those interests to democratic ends.