Psychologist explains why so many of us are ‘obsessed’ with pumpkin spice lattes

Every year autumn lovers rejoice to see the return of popular pumpkin spice products, but it turns out there’s a psychological reason behind the “obsession” many of us share

After a long, hot summer, many of us are looking forward to autumn and all of the changes the new season brings. With the approach of Halloween, and the chance to bring out cosy knitwear again, there’s lots to be excited about. But perhaps there is nothing more thrilling for autumn lovers than the return of pumpkin spice products – and Starbucks’ pumpkin spice latte in particular.

Despite its popularity, the sweet drink is only featured on the seasonal menu, meaning there’s a flurry of excitement every year when it comes up for grabs again. And people rush to enjoy as many as they can for as long as they can.

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But it turns out there’s a psychological reason behind such reactions – and it is not just because we favour limited-edition products.

Writing in Psychology Today, Jordan Gaines Lewis, Ph.D. revealed why we might feel “obsessed” with our favourite autumnal treats.

She explained that there are a number of factors at play. The pull of limited-edition goods is one of these, but it is not the only cause.

Another reason we rush to get our pumpkin fix is that everybody else is doing the same, and social influence can have a strong effect on human behaviour.

However, we may also reach for drinks like pumpkin spice lattes because of the emotional reaction they can produce.

“Injecting meaning into something—in this case, a season—stimulates feelings of nostalgia when we look back in the winter, spring, and summer months,” Dr Lewis explains.

She adds: “Feeling nostalgic toward something has been shown to improve our mood, make us feel more socially connected, comfort us, and make us more willing to view ourselves in a positive light.”

And pumpkin spice treats have undeniably become synonymous with autumn. As such, “our desire to return to that crisp fall air during a winter blizzard or summer heat wave is accompanied, for many of us, by our nostalgic feelings toward pumpkin spice,” according to the expert.

Of course, there is also the fact they are very tasty and sugar makes us happy. But, as explained, this is one of several possible reasons why people so enjoy pumpkin spice lattes.

So, there is something to remember next time you find yourself battling a queue to enjoy your favourite treat this autumn. Psychology has a lot to answer for, and you’re not the only one who is “obsessed”.

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