How much is liking something a choice?

How much is liking something or not a choice? What’s the difference between a biological preference and a choice?
My husband likes the feeling of being cold and I don’t. Is this because of how I think about cold?
What about food likes and dislikes? I like coffee and my husband doesn’t. He keeps trying it. He wants to like it so he can share it the experience with me. But his taste buds don’t seem to be in line with his wishes or intentions. He can create positive emotions about coffee and still not like how it tastes.