The anticipation of fall has us pulling out the sweaters, and fall decor and dreaming of everything pumpkin spice. But what is the appeal of pumpkin spice and is it because we love the smell or is it something bigger than that?
The anticipation of fall has us pulling out the sweaters, and fall decor and dreaming of everything pumpkin spice. But what is the appeal of pumpkin spice and is it because we love the smell or is it something bigger than that?
Perception researchers at Johns Hopkins University believe that the smell of the autumn flavor often triggers familiar, cozy memories and the increased desire to reunite with the upcoming season. Sarah Cormiea, a Johns Hopkins doctoral candidate studying human olfactory perception stated, “The smells that are in a pumpkin spice latte are in lots of other things that are associated with this time of year very strongly – with positive memories like family Thanksgiving, or rustling fall leaves”.
While we can’t disagree with this idea, we believe it might even be more than merely our perception of the smell and its connection to the season. But what could it be?
Pumpkin Spice and the Brain
Specialized sensory cells (olfactory sensory cells) are located high up in the nose and are all connected to the brain. These cells are known to contain as many as 350 odor receptors to help us distinguish between different smells. Without getting too “sciency” here, our noses pick up smells that are released into the air through tiny molecules. The receptors then communicate with the brain and “tell” the nose what the smell is. Once the message reaches the brain’s piriform cortex, identifying the odor molecules no longer takes priority. This part of the brain analyzes smell and connects it to experiences we’ve had with similar scents in the past.
The Psychology behind Pumpkin Spice
Cognitive associations of pumpkin spice to positive memories and experiences are behind our attraction to this intoxicating scent. Up until recent times, the primary pumpkin spice food was pumpkin pie. Since this popular dessert is associated with Thanksgiving and Christmas, it brings positive feelings about family gatherings and celebrations.
Social influence plays a prominent role in the eagerly anticipated release of Starbucks’ PSL. We gotta give it to them, it’s probably the most genius marketing tactic we’ve seen in a long time. The principle of scarcity, outlined in Robert Cialdini’s research and his book, Influence: The Psychology of Persuasion, comes into play. Pumpkin spice latte (and most pumpkin spice-flavored products) are only available for a limited time in the fall/winter. This sense of scarcity creates excitement and demand not often seen in other marketing campaigns. And it’s a powerful one.
Adding to the cognitive associations and social influence, we have to admit that there is a little bit of the “bandwagon effect” at play. We are flooded with social media images of people getting in line for their first PSL of the season and taking those gorgeous Instagram-worthy photos and we can’t help but want to be a part of it. But do we love it?
Do We Really Love that Pumpkin Spice?
Is the taste of pumpkin calling you this time of year? Considering the famous spice doesn’t even contain pumpkin, the whole phenomenon is quite impressive. That’s right. The typical mixture is made up of cinnamon, ginger, nutmeg, and clove or allspice – but no pumpkin. Still, this combination of spices can mimic the scent of cooked squash and our minds fill in the gaps. You may be drawn to the scent and taste of the cinnamon but we haven’t seen the Cinnamon Spice Latte take hold – yet!
We don’t mean to squash (see what we did there?) your pumpkin spice dreams and we would hate for you to deny yourself this seasonal treat. So throw on that shacket and your favorite knee-high boots and send us that Instagram photo! We will meet you at the coffee shop.