Do people truly 'like' something or....?

I think that probably goes with the subconscious thinking. Does someone "really" like something, or have they been programmed to like something bc it is popular? I completely understand your question, but if anyone was able to answer with complete fact they should probably be in line for a nobel prize. I think some people are in enough control of what they think so they actually know what to like or not, but I also think there are people that are so easily influenced that they don't even know what they like, they just say they like things for other reasons.