Without touching the mower, choke should be ON. You should see the choke plate in the closed position.
When you pull the rope, engine will/should fire, slowly/quickly increasing revs. These increased revs create more air from the cooling fan on top of the flywheel. More air from the fan gradually CLOSES the choke plate (air vane). At full revs, NO choke should be on. Should be at full song slaying the grass.
Some have an exhaust deal in the muffler pipe that when it gets hot, it OPENS the choke plate slash linkage slash air vane.