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Now that it is fall, it is onerous to keep away from pumpkin spice every little thing. Why is that this seasonal advertising and marketing technique so ubiquitous?
A MARTINEZ, HOST:
We’re now properly into fall, a.ok.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 known as an skilled to reply our hard-hitting questions on pumpkin and spice.
CLARK: My title is Bruce Clark. I am an affiliate professor of promoting 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 robust affiliation. Individuals go pumpkin choosing. Individuals put out their pumpkins for Halloween, and it’s form 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 anyone that you just love. It evokes all these feelings and sensations that merely taking a look at one thing would not do.
MARTINEZ: Clark has gone from a scholar of pumpkin spice to a fan.
CLARK: Permit your self to have an reasonably priced 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 method. It is OK to have an reasonably priced luxurious from time to time, particularly with the change of the season.
INSKEEP: Once I assume reasonably priced luxurious, I do assume 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.
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