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Starbucks ’Pumpkin Spice Latte has been back for weeks and since mid-summer has been filled with seasonal stores, candles and many more stores across the country. Even if you’re not passionate about pumpkin spice fashion, there’s likely to be cinnamon and pepper in your life.
Why exactly are Americans addicted to pumpkin species?
According to perception researchers at Johns Hopkins University, it is the powerful smell. The smell of this autumn flavor often triggers familiar and welcoming memories: it creates a national nostalgia and increases the desire to reconnect with the coming season.
“The smells found in a pumpkin milk latte are found in many other things that are very strongly associated with this time of year, with positive memories such as family Thanksgiving or whispering autumn leaves and they go back to school, ”said Sarah Cormiea, Johns Hopkins, a doctoral student, studying human olfactory perception.
“Much of what you think is your sense of taste is actually your sense of smell,” he added. “When we eat, the olfactory particles can travel through the back of the nasal passages and activate the olfactory receptors … And the parts of the brain that process the smell are very close to the parts of the brain that process the information. the memory “.
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Getting rid of these fall memories can be seen in the increasing popularity of pumpkin species. Less than two decades after Starbuck launched its first PSL, demand for pumpkin species has skyrocketed. According to Nielsen and Forbes estimates, total sales of pumpkin products grew to more than $ 600 million in 2018, compared to $ 500 million in 2015.
A report from the Kearney Consumer Institute (KCI) further showed that pumpkin species are a much-loved flavor, noting that “scarcity creates demand,” which is part of the reason why species pumpkins are so popular that it is difficult to access them for two-thirds of the year. In a KCI survey, 60% of consumers noted that pumpkin species greatly influence the purchasing decision. Only 6% said the flavor is “overexposed or added to too many products.”
“In many facets of psychology, you observe this phenomenon called the familiarity effect or exposure effect,” said Jason Fischer, assistant professor in the Department of Psychological and Brain Sciences at Johns Hopkins. “The more you come across something and the more familiar you become, the more it takes root in your preferences … Pumpkin species come back every year, so now you feel like an old family friend, and even that in itself it can even generate preferences, towards that, because we usually like the things we are most familiar with. “
Everything is pretty impressive for the mix of aromas (albeit delicious) that don’t even include its eponymous ingredient, pumpkin. That is correct. The typical mixture consists of cinnamon, ginger, nutmeg and cloves or spices, but without pumpkin. Still, these spices together mimic the smell of cooked pumpkin and our minds fill in the gaps.
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The recognition of a well-known name, such as the now beloved “pumpkin species”, also works wonders. Cormiea stressed the power of labels and words related to smell in our consumer experience: making pumpkin species, for example, “even more spicy pumpkin”.
“Slapping the ‘Pumpkin Spice’ Label [a product] it reminds you of what it is … And, according to the research we do in our lab, we know that reading a label tends to make you remember the characteristics of the object you are smelling, including the things you remember about it. ” said Cormiea.
“You could probably make‘ spice latte ’taste like a‘ latte ’if you label it that way and put a picture of an apple next to it,” Fischer added.
Beyond labels, Fischer and Cormiea stressed the importance of recognizing our perceptions (including the power of our sense of smell) in everyday life, something that is too often overlooked, but that the fashion for pumpkin species is a perfect example.
“The more you pay attention to how you perceive the world at a given time, the more you will be able to act like your own scientist and delve deeper into your experience,” Fischer said.
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