we can use DataFrame.lookup () :
In [49]: df['new'] = df.lookup(df.index, df.Select)
In [50]: df
Out[50]:
Alpha Beta Delta Gamma Select Choice new
2010 1 6 11 16 Beta 6 6
2011 2 7 12 17 Gamma 17 17
2012 3 8 13 18 Gamma 18 18
2013 4 9 14 19 Delta 14 14
2014 5 10 15 20 Alpha 5 5
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