Whether or not you’re a pumpkin spice fan, the fury of this fall-season flavor is well known throughout the world. The methodology behind the popularity of this spice blend has been proposed, along with reasons why people tend to “crave” it.
Catherine Franssen, assistant professor of psychology and director of the neurostudies minor at Longwood University in Virginia, suggests that the smell and taste of pumpkin spice has been engraved in our brains as a comforting sensation. This spice is typically associated with happy memories like family gatherings or times of celebration. In addition, marketing plays a huge role in the craving of pumpkin spice flavored products. For example, we have conditioned our brains to anticipate the comfort of drinking pumpkin spice lattes, muffins, bread, etc., as the fall season approaches. The proposed reasoning of how this flavor and smell becomes addictive, or something we crave, is due to the combination of the spice with sugar or sucralose. Franssenstated that when you remember the tasty combination, you automatically want to consume it, or more of it.
Kantha Shelke, a food scientist at a Chicago-based food science and research firm, added to the conversation stating that, “natural pumpkin spice mixtures without added sugars, fat or salt could offer some potential health benefits if used in a pumpkin soup or to flavor vegetables”, as it is a source of nutrients such as vitamin A and fiber. Therefore, try feeding your pumpkin spice addiction without the sugar addition, on vegetables or in a soup recipe.
Find this information and more at: http://www.cnn.com/2017/09/13/health/pumpkin-spice-ingredients-science-explainer/index.html
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