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Published 11:00 31 Aug 2023 BST
Updated 15:36 31 Aug 2023 BST
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Pumpkin spice lattes have become increasingly popular at this time of year, and apparently, it's not just the flavour that keeps people coming back for them.
Turns out, we absolutely love to be reminded of autumn and the warm, cosy feelings of family, home, and nostalgia that this season brings.
According to Matt Johnson, a Boston-based psychologist who specialises in the application of psychology to marketing, our brains will associate those lovely feelings with this particular flavour.
"The flavour is just so closely tied to the arrival of fall and the nostalgic, wholesome vibes of both family and the leaves changing," he told Fox News Digital.
Whatever the reason, come September 7th, I'll be grabbing my first PSL of the season.
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