By Ana-Marija Dolaskie — Oct 02, 2025
What is it about pumpkin spice that makes us obsess over it so much? Turns out it's all in our brain! Pumpkin spice hits you right in the smells and feels and that's why it's so powerful. But the science behind pumpkin spice is just as intriguing.
All of our senses send signals to the brain through the thalamus, which relays the signals to the cerebral cortex. All but one– our sense of smell has a direct path to our limbic system, which is the center of our emotional memory. Pumpkin spice hits you right in the smells and feels and that's why it's so powerful.
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