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“We can vividly experience it nonetheless. The true taste of pumpkin will not come from the canned variety. There are different varieties of pumpkins and their taste differs. If you are thinking about winter squashes when it comes to pumpkins, you are on the right path. That sweetness can be accentuated by roasting it. “Pumpkin might not be on the ingredient list,” Fischer says. Fresh pumpkin has a bright flavor that tastes sweet. The sensations evoked by the nose are so powerful that they can upend what many regard to be the Achilles heel of pumpkin spice: its fundamental lack of pumpkin. “Once someone tells you it’s pumpkin spice, it will seem even more pumpkin spicy,” Cormiea says. “Labels prompt us to reconceptualize an odor-to change how we think about and experience it.” Once they know what it is, they will perceive the taste and smell even more distinctly, Cormiea says. But, they might not quite be able to place it. Particularly without other sensory input to help. For instance, if someone was handed a pumpkin spice drink in a generic cup, they might think it smells familiar. However, for such an evocative sense, people have a very hard time identifying smells they encounter. The classic Pumpkin Spice Skinny Syrup flavor you know and love, now concentrated for on-the-go Take your PSL on-the-go and never miss out on the flavor. When you consider how close this brain region is to the area responsible for memory, it’s no wonder the mere mention of a pumpkin spice latte can trigger warm fuzzies. Even when people merely expect a smell, that neural zone fires up. She points to evidence that just reading smell-related words, for instance pumpkin spice, will spark activity in the area of the brain that processes olfactory stimuli, the piriform cortex. Smells can tap memories more powerfully than any of the other senses, says Sarah Cormiea, a Krieger School doctoral candidate studying human olfactory perception. We often long for the arrival of fall at the end of a hot summer, and our sense of smell can summon up the season early.” - Jason Fischer The association that the smell has with the season in our memories allows it to powerfully evoke the refreshing feelings of fall,” says Jason Fischer, assistant professor of psychological and brain sciences. “Pumpkin spice aromas emerge in the fall in shops and cafes, coinciding with the arrival of colorful leaves, family gatherings, and back-to-school bustle. Those notes of cinnamon, nutmeg, and ginger trigger deeply rooted cozy memories of autumn. Two Krieger School perception researchers say a key to understanding why people love pumpkin spice is the smell of it.
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