Fall is here and that means one thing…Starbucks’ Pumpkin Spice Latte is Back! Have you ever wondered why this annual tradition seems to be such a big deal to the general populace? Sure, the pumpkin spice latte (PSL) is delicious, but how excited should one get about a beverage? It may be that some of the PSL-mania stems from how the drink makes us feel rather than how it tastes.

Relationship science could argue that the pumpkin spice lattes speak to consumers on a number of unconsc…