For some reason I was thinking that нравится always had a negative connotation, as in, "I don't like..." or "X displeases me". Apparently not. Is there a similar expression that is typically used in the negative?
When you like something, use "нравится", when love - "люблю". It's simple like this. On the other hand there is another equivalent of "I love" (especially in the constructions love to do/doing something) - "обожаю".