The Real Reason Texans Are Obsessed With Pumpkin Spice

El Paso is still dealing with record breaking heat but don’t worry because Pumpkin Spice season is here to keep your mind off the heat!! Kinda. 

Love it or hate it, pumpkin spice season has officially arrived. Starbucks is bringing its famous Pumpkin Spice Latte back to stores today, once again kicking off the unofficial countdown to fall.

Personally? I’m not a fan. The Pumpkin Spice Latte is a little too sweet for me, but I completely understand why so many people get excited about it every year. And it turns out, our obsession with pumpkin spice may have less to do with the actual flavor than you might think.

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Science Tells Us Why We Are So Obsessed With Pumpkin Spice

According to online reports, there are three big reasons behind the pumpkin spice phenomenon: nostalgia, psychology and marketing.

First, there’s nostalgia. The combination of cinnamon, nutmeg, ginger and cloves is strongly associated with fall, holidays and cozy memories.

Because our sense of smell is closely connected to the brain’s memory and emotion centers, those familiar scents can instantly transport us back to our favorite times of the year.

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Then there’s psychology. Sweet, rich flavors can activate the brain’s reward system, making that seasonal drink feel like a little treat!

Especially when we associate it with comforting fall traditions.

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And finally, there’s marketing. Pumpkin spice products are seasonal and available for only a limited time, creating a sense of urgency.

Suddenly, that latte isn’t just a drink…. It's a fall event!

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So whether you’re first in line for your PSL or happily skipping it like me, there’s no denying pumpkin spice has become a full-blown cultural phenomenon.