The writers at the end of XY&Z said Ash and Serena will eventually get together in an interview, so Ash has to have feelings for her.
After the Macy and Misty argument, Ash acted like he was oblivious to the concept of love when around his traveling companions (except while he and May were angry at each other), but before, and while away from them, he knew, so he is most likely pretending and ignoring the signs to try to keep girls from falling for him (not realizing he's basically causing the opposite to happen).
For choice two, Ash's aura resists it, and Pikachu's Thunderbolt while Malamar is connected to Ash's aura causes a backlash.
For choice three, Bonnie while in a Pokémon Center with Ash, Serena, and Clemont in a different room, learns of a heart shaped lake called "The Lovers Lake," which is supposed to bring two people with romantic feelings towards each other together.
Bonnie decides to try it, having figured out both's feelings, and that they don't realize each other's feelings. The lake is a legend, so the one she heard it from doesn't know if or how it works. The lake causes a permanent body swap between two people with romantic feelings towards each other who are in it at once.
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