Now that it is fall, it is arduous to keep away from pumpkin spice every little thing. Why is that this seasonal advertising technique so ubiquitous?
A MARTINEZ, HOST:
We’re now nicely into fall, a.okay.a. pumpkin spice season.
BRUCE CLARK: There’s pumpkin spice beer. There’s pumpkin spice Oreos. There’s pumpkin spice cream cheese, pumpkin spice spam, pumpkin ramen noodles.
MARTINEZ: We referred to as an professional to reply our hard-hitting questions on pumpkin and spice.
CLARK: My identify is Bruce Clark. I am an affiliate professor of selling at Northeastern College.
STEVE INSKEEP, HOST:
Professor Clark says this taste development has lasted virtually 20 years, ever because the nice pumpkin spice latte craze of 2003. Clark has theories about its endurance.
CLARK: It is bought a really sturdy affiliation. Individuals go pumpkin selecting. Individuals put out their pumpkins for Halloween, and it’s type of a pleasant, nostalgic factor.
INSKEEP: And the aroma triggers these recollections.
CLARK: You scent that pumpkin spice, and also you virtually scent fall. It is like smelling meals from dwelling. It is like smelling the fragrance of any individual that you just love. It evokes all these feelings and sensations that merely taking a look at one thing does not do.
MARTINEZ: Clark has gone from a scholar of pumpkin spice to a fan.
CLARK: Enable your self to have an inexpensive luxurious. Do one thing good for your self. If it isn’t pumpkin spice latte, do one thing good for your self in one other manner. It is OK to have an inexpensive luxurious infrequently, particularly with the change of the season.
INSKEEP: Once I suppose inexpensive luxurious, I do suppose pumpkin spice spam. However this is my query. When do farmers lastly develop a pumpkin spice…
MARTINEZ: Oh, Lord.
INSKEEP: …Pumpkin? Come on, a pumpkin spice pumpkin could be nice. It is simply already spiced.
MARTINEZ: You bought to squash that, Steve.
INSKEEP: There – oh, he is right here all week. He is right here all week.
Copyright © 2022 NPR. All rights reserved. Go to our web site phrases of use and permissions pages at www.npr.org for additional info.
NPR transcripts are created on a rush deadline by an NPR contractor. This textual content will not be in its closing kind and could also be up to date or revised sooner or later. Accuracy and availability might differ. The authoritative report of NPR’s programming is the audio report.