Pumpkin spice lattes are back on the menu – and a Virginia Tech economist says the sudden desire for pumpkin spice and apple cinnamon treats this time of year is a great example of how scarcity, and emotion, can drive…
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The Science Behind the Appeal of Pumpkin Spice
Fall is still days away but at coffee shops and grocery stores, it’s already peak autumn thanks to the arrival of a certain flavor that has come to signal the season’s unofficial start. Everyone knows, it’s pumpkin spice time.
Johns Hopkins University perception researchers can say a key to understanding why people love pumpkin spice is the smell of it. Those notes of cinnamon, nutmeg and ginger trigger deeply rooted cozy memories of autumn.