We all like things: a particular band, or a preferred author. We have a favorite food, and a best friend. Liking things is such a basic element of who we are that it was the first thing you were allowed to do on Facebook — to “like” something.
How we determine these likes is less clear.
Hence our question: Why do we like what we like?
Related questions: What does it mean to like something? How do we change our likes? Why do we dislike what we dislike?