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'Tis the season for spicy lattes, fast food turkey sandwiches and pumpkin-flavored everything.If you're a fan, you'd better act fast: They won't be around for long.That's by design. Seasonal items are an important marketing tool for the food industry, according to Alexander Chernev, a professor of marketing at Northwestern University's Kellogg School of Management.Limited releases almost give consumers a Pavlovian response. For example, when the weather turns colder, Starbucks customers habitually get excited about Pumpkin Spice Lattes. In November, customers come in to check out the new holiday cups."When you have these exclusive products, which exist for a short period of time, it gives people a reason to come to the store," Chernev explained.It's not just Starbucks that comes out with seasonal specials: Dunkin' Donuts announced a whole slew of pumpkin-flavored treats in August. McDonald's is getting ready for winter with the McRib. As the holiday season gets into full swing, we'll be sure to see Santa on Coca Cola bottles, turkey sandwiches from Subway and more. In the spring, it'll be Girl Scout cookie time.Related: The McRib is back at McDonald's For fast food chains in particular, which rely on familiarity, holiday items can offer consumers some variety."You need consistency because that's the brand mantra," said Chernev. "But no matter how much you like something, consuming something different ... increases the enjoyment of what you consumed before."Chernev says it's a neat marketing ploy: Although a specialty item may be exciting on its own, it can also remind consumers how much they like the basics.Seasonal offerings can also give brands a chance to test a new product. When Starbucks announced the return of the Pumpkin Spice Latte this year, it also unveiled the Teavana Pumpkin Spice Chai Tea Latte.And Chernev pointed out that seasonal menu items mean brands have something new to talk about every quarter.Starbucks says that's part of the rationale behind its seasonal drinks"We strive to provide our customers with unique, seasonal offerings to celebrate each season, and customer response has been extremely positive to that," a company spokesman said.Related: Hey, latte fans: Maple is having a moment this fallThere are some basic supply-and-demand economics behind limited-time releases too: Scarcity can build hype."It's a way to create excitement for the menu," said R.J. Hottovy, a consumer strategist for Morningstar.Items that might be popular for a few months probably wouldn't generate enough year-round demand.For example, when the McRib debuted in 1981, it was a dud. McDonald's pulled it from its menu four years later. Though it never achieved nationwide success, there were parts of the country where the McRib generated a solid enough fan base to bring it back every now and then."There's a lot of mystery around why the McRib comes and goes, but to be honest it's a local option based on consumer demand," a McDonald's spokesman said.The McRib works very well in the Midwest, but doesn't necessarily work as well in the coastal areas, Hottovy noted. That's why it makes sense to restrict the amount of McRibs that go on sale.Hottovy explained that sales typically rise for a short time when companies unveil seasonal items. But after a few weeks, that demand drops off after the core fans of the limited time product are satisfied.So enjoy your Pumpkin Spice Latte while it lasts. And let's be honest, you probably wouldn't want one in April.The-CNN-Wire 3526

The YouTube headquarters where a female shooter wounded three people before apparently taking her own life has more than 1,100 workers and is located in San Bruno, about 13 miles south of San Francisco.Employees there include engineers working on site search, content channels and ad products, according to a website of Google, YouTube's parent company. The workforce also includes sales teams that work with advertisers and content creators who develop programming, the Google website says."An open, airy space makes collaboration a breeze and encourages innovation," the website says in describing the headquarters, which includes a basketball court and a lap pool.YouTube, which was founded in February 2005, quickly became the most well-known of several online video sites. In October 2006 Google said it was purchasing YouTube for .65 billion in stock. 877

There is a web of connections between the Trump campaign, the anti-secrecy website WikiLeaks and the public disclosures it injected into the presidential campaign. Federal investigators are examining some of these relationships and whether any of them were part of an effort to coordinate with Russia's election-meddling efforts.On Monday, it was revealed that Donald Trump Jr. exchanged some private messages on Twitter with WikiLeaks during the 2016 presidential campaign. The news was first reported by The Atlantic and later confirmed by Trump Jr., who posted screenshots of the messages.A source familiar with the matter told CNN that Congress has known about these messages for a while and they came up during Trump Jr.'s closed-door testimony in September. 771

There will inevitably be people who want to vote in person who may now be positive for the coronavirus, showing symptoms of COVID-19 or who are quarantining.The Centers for Disease Control and Prevention (CDC) has reinforced the fact that Americans have the right to vote, regardless of whether they're sick or in quarantine. The agency offered this advice: 365

Therapists are volunteering their time to help health care workers during the coronavirus pandemic.A nonprofit called The Emotional PPE Project is connecting medical workers in need with licensed mental health professionals. They can contact each other directly.“We think that's actually very important, because there are so many barriers to people receiving help, one of them being concerns about licensing implications or concerns about stigma,” said Dr. Daniel Saddawi-Konefka, Board Director and Co-Founder of The Emotional PPE Project.Saddawi-Konefka says it started with a simple text from his neuroscientist neighbor in March, saying “what can I do to help?”Together, the two of them created the online directory for volunteer therapists.While others were talking about ventilator and PPE shortages, Saddawi-Konefka realized resilience would be a crucial problem.“Health care workers, they experience higher levels of burnout, higher levels of depression, and despite that are less good at asking for helping, are less good at reaching out for help,” said Saddawi-Konefka.The group hopes to keep the program alive through the pandemic. They're hoping to work with the volunteer therapists for future plans. 1221

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