3 min read · Aug 30, 2023
--
I watched him walk up to the counter after a ten-minute wait. His face had the markings of hesitant anticipation. “Pumpkin Spice latte, please,” he asked. His eyes brightened when the barista’s fingers hit the register in response. Pumpkin Spice Latte Season is here and celebrating 20 years since its big reveal in Washington, DC! New Yorkers spend over 14% more for any pumpkin spice-flavored product than the same product without that warm, comfy flavor profile.
The popularity of pumpkin spice can be attributed to a combination of psychological factors that appeal to human preferences, emotions, and cultural trends. Here are some key psychological factors that contribute to the popularity of pumpkin spice:
- Nostalgia and Familiarity: Pumpkin spice is often associated with the fall season, holidays like Halloween and Thanksgiving, and cozy, comforting experiences. The aroma and taste of pumpkin spice can evoke nostalgia and remind people of positive memories, creating a sense of comfort and familiarity.
- Sensory Appeal: Combining spices like cinnamon, nutmeg, and cloves creates a unique and appealing sensory experience. These spices’ aroma and taste trigger sensory receptors linked to pleasure and enjoyment, leading to positive associations with pumpkin spice products.
- Seasonal Availability: The limited-time availability of pumpkin spice products capitalizes on the psychological principle of scarcity. People might be more inclined to try or buy something only available temporarily, creating a sense of urgency and excitement around the flavor.
- Social Influences: Social media and cultural trends play a significant role in shaping consumer preferences. People often share their experiences with pumpkin spice products on Instagram, Facebook, and Twitter platforms. This sharing can create a sense of community and encourage others to try the products.
- Cultural Rituals: Pumpkin spice is deeply ingrained in Western cultural rituals and traditions associated with the fall season. Activities like pumpkin carving, apple picking, and enjoying warm beverages contribute to the overall experience of fall, and pumpkin spice products align with these rituals.
- Emotional Appeal: The warm and cozy flavors of pumpkin spice can evoke positive emotions, such as happiness and comfort. People are more likely to choose foods and drinks that have emotional significance or make them feel good.
- Marketing and Branding: Effective marketing campaigns can strongly associate pumpkin spice with positive feelings. Brands often use imagery and messaging that taps into the seasonal and emotional aspects of pumpkin spice, making it more appealing to consumers.
- Novelty and Variety: While pumpkin spice has been around for a while, introducing new and creative products that incorporate the flavor keeps it fresh and exciting. People are often drawn to trying new and novel experiences, and pumpkin spice variations provide that element of novelty.
- Cognitive Bias: The mere exposure effect is a cognitive bias where people tend to develop a preference for things they are exposed to repeatedly. This bias can contribute to its popularity as pumpkin spice products become more prevalent during fall.
In summary, the popularity of pumpkin spice is driven by a combination of sensory appeal, nostalgia, cultural associations, emotional resonance, and effective marketing. These psychological factors converge to create a strong attraction to pumpkin spice products, making them a seasonal favorite for many consumers. May you all enjoy your favorite pumpkin spice product this year, with full awareness of how it impacts the brain.
