Consider figure (A) below middle. It shows two conducting rods moving with velocity ##\mathbf v## to the right. The rod on the right in figure (A) is in a region of magnetic field ##\mathbf B## directed into the screen. The free electrons in it will experience a force ##q(\mathbf v\times \mathbf B)## which is
down because although ##(\mathbf v\times \mathbf B)## is up, ##q## for an electron is negative. This means that there will be an accumulation of net negative charges at the bottom of the rod leaving net positive charges at the top. Thus, the top of the rod will be at a higher electric potential than the bottom. No such potential difference exists in the rod outside the field.
View attachment 366289
Now look at figure (B). It shows the two rods connected with horizontal conducting wires forming a closed circuit. The rod on the left will act as a battery and establish a counterclockwise current, from the positive to the negative terminal. This potential difference will exist as long as one rod is inside the field and the other is outside. When the other rod enters the field, the potential difference between the tops of the two rods will be zero and the current will stop flowing.
Figure (C) shows the current in the rod inside the field. The magnetic force ##\mathbf F = I\mathbf L\times \mathbf B## is to the left, opposing the motion as indicated by the green arrow. The other rod experiences no force because it's not in the field. The segments of the horizontal wires that are inside the field experience equal and opposite forces which cancel in pairs. Thus, the net force on this loop is opposing the motion.
Finally, if you have a rectangular plate entering the field, you can imagine it as an assembly of nested rectangular loops as shown above. The result will be nested counterclockwise eddy currents and a net force opposing the motion.