According to science, here's why pumpkin spice is so appealing.
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Happy National Pumpkin Day! There is no better time than the present to get some decorative gourds, make a scary jack-o'lantern, or sip a PSL (... (at least that's what the pumpkin lobby, also known as Big Pumpkin, does not mean it should be confused with the Charlie Brown special).
Since August, pumpkin spice has been all over the place. It doesn't matter if you love or hate it; it's a staple in American autumn.
Morning Edition spoke to Jason Fischer, a professor at Johns Hopkins University in psychological and brain sciences, to find out more. His research team looked into the science behind pumpkin spice's popularity and discovered that it is largely related to how we associate flavors and smells with fall.
Fischer stated, "Those associations, which form year after year, give us this feeling of familiarity." It gives you a sense of nostalgia when you smell pumpkin spice items in the shops again.
Don't underestimate the power and comfort of the warm fuzzy feelings.
The pumpkin spice flavoring can be so strong that it makes people forget the fact that it doesn't contain any pumpkin.
This aroma is derived from spices like cinnamon, nutmeg and allspice. It's why sometimes our brains mistake pumpkin spice for apple pie.
Fischer stated that you can take the same spices and put different labels on them. This makes the experience a little different because you call up different associations. Your brain fills in the gaps.
Fischer and his team discovered that the associations and labels we attach to smells can influence how we feel it.
If someone is given a pumpkin spice drink in an ordinary cup, they might recognize the scent but not be able place it. Once they are able to identify the smell and taste, they will be able to recognize it more clearly.
Today is a great day for testing their theories. Enjoy a cup of pumpkin spiced coffee and a warm blanket with your favorite pumpkin spiced beverage. NPR's Rachel Martin suggests that you could just have a regular cup and light a pine-scented candle.
This story first appeared on the Morning Edition Live Blog.
