The pumpkin spice craze is in full swing as it around this time every year, and experts say there is science behind your autumn craving. Dr. Michelle Moore is a psychologist at LSU Health New Orleans, and she says people have natural reactions to certain scents, and your brain gets triggered to certain memories.
Moore says when fall rolls around and leaves fall off the trees, people connect the cooler weather with all sorts of positive things, which is what makes them want pumpkin spice. She says the other phenomenon that’s occurring, is that pumpkin spice is very trendy.
Starbucks first developed its pumpkin spice latte in 2003, and the craze has spread to all sorts of other seasonal products. Moore says when something like this takes on a life of its own, everyone wants in on the action.