A Deeper Look at the Cultural Significance of Pumpkin Flavored Treats

A local chain of coffee shops in my area has been displaying a sign outside their establishments this fall that simply states, “Pumpkin is a Feeling.” At first glance, one might dismiss this statement as inaccurate. After all, pumpkin is a plant, not a feeling, right?

However, when it comes to the beloved pumpkin flavored treats that dominate the autumn season, the focus is not solely on the presence of the plant itself. It’s about evoking a specific feeling. While pumpkin puree is a key ingredient in many pumpkin-flavored goodies, such as the classic pumpkin pie, it’s often the combination of spices like nutmeg, cinnamon, allspice, ginger, and cloves that truly captures the essence of pumpkin treats. This blend of spices, known as pumpkin pie spice, plays a crucial role in conjuring up the feelings associated with pumpkin pie, Thanksgiving, and the fall season. That’s why popular beverages like Starbucks’ Pumpkin Spice Latte emphasize the spice blend rather than just the pumpkin flavor. The connection between these spices and the cozy, nostalgic vibes of fall is reinforced as more pumpkin spice products hit the market.

In essence, the defining feature of a “pumpkin” flavored product may not be the presence of actual pumpkin but rather the ability to evoke the culturally constructed feeling associated with it!

If we approach this phenomenon through a lens of natural sciences like botany or biology, it might seem perplexing. Are people simply misusing the term “pumpkin”? Are they mistaken in associating certain flavors with a specific plant?

However, delving into social science perspectives can shed light on the behaviors and choices of consumers and producers. As Nobel laureate F.A. Hayek emphasized, the essence of social sciences lies in what individuals believe and think.

Hayek’s insights prompt us to consider people, their decisions, and their interactions when analyzing objects. This shifts the focus from the physical attributes of items to the perceptions and intentions attached to them. The concept of “pumpkin” flavored products, therefore, is not solely defined by the presence of pumpkin but rather by the thoughts, beliefs, and purposes associated with them.

During the fall season, consumers act with a specific goal in mind – to experience the flavors and emotions linked to pumpkin pie and its accompanying spices. They seek products that they believe will deliver that desired taste and ambiance. Whether a product contains actual pumpkin puree or not becomes secondary to its ability to fulfill these expectations.

To comprehend the choices made by consumers and producers in this context, it’s essential to consider the pertinent facts – not those of natural sciences like botany, but rather the beliefs and perceptions driving individuals’ decisions.

Nathan Goodman is a senior fellow at the F.A. Hayek Program for Advanced Study in Philosophy, Politics, and Economics at the Mercatus Center at George Mason University. His research interests include defense and peace economics, self-governance, polycentricity, public choice, institutional analysis, and Austrian economics.