"Am I supposed to like this?"
If we think we are, we probably will.
We're more likely to laugh at the comedy club. More likely to like the food at a fancy restaurant. More likely to feel like it's a bargain if we're at the outlet store.
Am I supposed to applaud now? Be happy? Hate that guy? Use a fork?
Judgments happen long before we think they do.
And successful marketers (and teachers and leaders) invest far more into "supposed to" than it appears.