Why Do People Like Pumpkin Spice So Much? | Live Science


Mmm, that spicy-sweet scent that takes over coffee shops, bakeries and entire aisles at the grocery store is a good indication that autumn has arrived. But what is it about this seasonal trend — that is, infusing pumpkin spice flavor into all kinds of treats — that makes it a fall favorite?

The answer has to do with how our brains respond to nostalgia, marketing and the sweet taste that often comes along with the spice, said Catherine Franssen, assistant professor of biopsychology and director of neurostudies at Longwood University in Virginia.

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