People don't really choose heaven or hell. They choose to believe or disbelief in the God of the Bible, and more specificially, His testimony about Jesus Christ (1 John 5:10) who is the only Way to the Father. If God unconditionally and individually loves all men, then how do "unconditionally loved" people end up in hell for all eternity?
(I am not a universalist and I believe what Jesus said about hell.)
People do choose heaven or hell. God doesn't send anyone to hell, if a person ends up there it's because of the choice they made not to believe and accept. It has to be this way, here's why.
God is perfect, his plane of existence, his realm, the place from which he created our universe, his home if you like, the place we call heaven is perfect. If God created the universe, he had to exists before the universe, so god must reside, or exist in some somewhere else, perhaps some alternate universe, something like that. If the place where god lives is perfect, we can't be allowed in because, in this case, one bad apple would spoil the whole bunch.
Think about this way. No one is perfect, but imagine if there were a group of perfect people, if one imperfect person is allowed into that group it's no longer a perfect group. If we are allowed into god's perfect space, it's no longer perfect.
Throughout the bible we read about God's perfection, and were told we have to be perfect, and we are told that in Jesus we are made perfect. There are many references to being "in Jesus." This is more literal than many people realize. When we are in Jesus, we are in something like a protective bubble that allows us to be in god's perfect place without corrupting the perfection.
You could think of it like a law of nature. There are laws that govern our existence, gravity for example. gravity is a natural force, a law of nature, if you jump out of an airplane you'll fall to the ground. Gravity isn't good or bad, it isn't judging us, it's just how it is. We have laws that govern our universe, and since god had to exist in some universe separate and apart from this universe to be able to create it, the laws that govern God's universe are likely very much different from ours. God doesn't punish us or reject us, it's just a natural law that we imperfect being can't get in. Now, if you jump out of an airplane with a parachute on, you'll survive, you will have defied gravity. When we are in jesus he is like our parachute, by being in Jesus we can defy the laws of nature that prevent us from getting into the place God reside, the place we call heaven.
So if you jump out of an airplane without a parachute and die, you can't blame gravity, you made the choice to jump without the parachute. if you find yourself in hell, it's because you made the choice not to be in Jesus, you jumped without a parachute. God is no more responsible if you end up in hell than gravity is responsible if you die from jumping from a plane.