Money Why are we addicted to pumpkin spice? Perception researchers stress the power of fall scents September 22, 2021September 22, 2021 Wyatte Grantham-Philips, USA TODAY Comments Off on Why are we addicted to pumpkin spice? Perception researchers stress the power of fall scents Perception researchers at Johns Hopkins University say the scent of this autumn flavor triggers familiar, cozy memories of this time of year.