MORGANTOWN, W.Va. — As autumn arrives in West Virginia, seasonal scents begin to fill homes — from pumpkin spice and cranberry to pine and gingerbread. A West Virginia University expert says these aromas are more than festive decorations. They can trigger powerful emotional and physical responses.
Marian Reven, a registered aromatherapist and clinical assistant professor at the WVU School of Nursing, says the popularity of these fragrances — found in candles, diffusers, and simmer pots — stems from their ability to tap into memory and emotion through the brain’s limbic system.
“It’s not clear to scientists whether fall scents like pumpkin, and winter scents like pine, have specific therapeutic value beyond the general benefits of aromatherapy,” Reven said.
“That’s a difficult question because perception of smell is highly subjective, and smells are more difficult to describe or quantify than visual or auditory sensations. But we know the power and mystery of fragrance drives a multimillion-dollar industry that spans sectors from wellness to home aesthetics.”
The Psychology Behind Pumpkin Spice
No matter the climate, no matter the season, Reven says, humans seek comfort from scent.
“No matter where we live, we love scents that comfort and soothe us. Americans living in warmer climates are enamored by the fall scents of pumpkin spice and cinnamon, just like their northern neighbors. Even if it is 85 degrees outside, most people want to experience that holiday feeling,” she said.
Pumpkin Spice and Aromatherapy
Yet not all holiday scents are created equal, she says. Some manufactured scents appear to cause health problems.
“Some holiday scents, like ‘sugar cookie’ and ‘hot cocoa’ are likely to be synthetic, and that’s a concern for savvy consumers aware that repeated exposure to fragrance molecules at home or work can trigger some acute or chronic conditions,” Reven said.
“Other scents, like peppermint or cinnamon, can be distilled from a single plant, and while that distillation results in a complex mix of chemicals, it’s still ‘natural’ and believed to be better for the human body than synthetic fragrances.”
Choosing Safe Pumpkin Spice Products
Even natural aromas, Reven added, should be used carefully indoors. Consumers should take steps to ensure products come from vetted sources and that they use scents in moderation.
“Even those using natural scents should take precautions when using scents indoors. If you use essential oils, make sure they come from reputable sources and practice moderation. ‘Natural’ does not automatically mean safe,” she explained.
“According to one study, long-term exposure to essential oils in the home for more than an hour a day can affect cardiopulmonary health. But many experts say that short, intermittent diffusion is safe and effective and can allow for diffusion of amazing aromas throughout the day.”
The deep connection between scent and memory also plays a role in the seasonal enthusiasm for fragrances.
“People respond so strongly to smells like pumpkin spice because smell is one of the most primitive and powerful human senses. When we smell something we like, our body language tells the story. We often smile, breathe deeply, and sigh,” Reven said.
“The aromas evoke vivid emotional responses linked to our memories. That is sometimes called ‘the Proust phenomenon,’ and it occurs because essential oils and their aromas affect our body on a molecular level, triggering signals that reach our limbic system, which plays a vital part in emotional response.”
West Virginia and the Pumpkin
Pumpkins have deep roots in West Virginia, not just as a seasonal crop, but as a cultural touchstone woven into the rhythms of autumn across the state. In rural mountain communities, pumpkins once played a practical role, helping to sustain families through the fall harvest and into the winter months.
The hearty gourds—easy to grow, store, and transform—were both food and tradition. Over time, pumpkins became symbols of harvest, Halloween, and the transition to colder weather, their bright orange presence turning roadways, front porches, schoolyards, and community festivals into vivid celebrations of the changing seasons.
Today, pumpkins remain central to many of West Virginia’s most beloved autumn rituals. The annual West Virginia Pumpkin Festival in Milton draws tens of thousands each October to Pumpkin Park, where farm-fresh gourds, pumpkin-flavored treats, carving contests, and cultural exhibitions celebrate both the harvest and the artistic spirit of the region.
In Kenova, another tradition—Ric Griffith’s “Pumpkin House”—has for decades transformed a Victorian home into a dazzling display of thousands of jack-o-lanterns each Halloween, turning what started as a small family tribute into a community-wide event and fall landmark.
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