Do we choose who or what we love? ?

It's like picking a favorite color or favorite ice cream cone. Sure we have this idea in our head until we get something, and we either settle or choose another option. How do you know when it's your favorite? Like the one meal you always order at a Dinner. It is a choice you are often judged for, but do we really have any control over how something makes us feel or are we simply products of our surrounding environment like every other animal on this planet?