At least $500 million is spent on pumpkin spice-flavored items in the United States each year. Pumpkin spice flavoring actually contains no real pumpkin, according to verification.com. A psychologist who specializes in the application of psychology to marketing, shared insights into the neuroscience and marketing around our love of this particular flavor. The associations between fall and pumpkin spice are built in the medial temporal lobe, which we can think of as the brain’s ‘associative network,’ explained psychologist Matt Johnson. Johnson: ‘The flavor is just so closely tied to the arrival of fall and the nostalgic, wholesome vibes of both family and the leaves changing’ Starbucks started the pumpkin spice craze back in 2003 with the introduction of its Pumpkin Spice Latte, said Johnson. . . .