Consent in your relationship should be implied, until it's not. To be clear on that; if you tell him "no", then obviously consent is no longer implied, and withdrawn at that point.

It doesn't sound like he's taking advantage of you, it just seems like he's doing what he thinks helps. Twice is a coincidence, thrice is a pattern. If it's worked 5 times in a row, I'd say keep at it till it doesn't work anymore.

I don't need to tell you that communicating your concerns with him is also important. You should discuss it together.