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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

This week, Jada Pinkett Smith is engaging in a new conversation that's been difficult for women to talk about: hair loss. But it impacts millions of women, and instead of dealing with it alone, she wants to empower women to talk about it openly.One woman knows exactly what she's talking about. Almost every day DeAnn Payne picks out her wig the way many pick out clothes.It's something she's been doing for the last seven years, since being diagnosed with alopecia."I'll pick up an outfit now say 'Okay, I'm going to wear this wig,'" Payne said. "And my husband will say, 'That that one doesn't match that outfit.'"It's easier to laugh about it now, but when it first happened that was the last thing she wanted to do."It was traumatic," Payne said. "To deal with it. To deal with your own feelings because I love my hair."Payne's hair had always been long, but in 2011 it started falling out, and about two years later it was all gone."I was devastated," Payne said. "Yeah, I I didn't know what to think."As hard as it was to process what was going on outside, she said what was happening inside was even harder."Now what I can do? And is is ever going to come back? And how are people going to see me? I don't want people to see me," Payne said.It's a struggle many people often go through alone. That's why Payne said seeing someone like Jada Pinkett Smith sharing her struggles publicly is so powerful."I was in the shower one day and then just like handfuls of hair just in my hands," Pinkett said on her show Red Table Talk. "And I was just like, 'Oh my God am I going bald?'""People are going to see what she has," Payne said. "This, and is willing to come out and to tell others about it. And so I can be ok with this. It's not just me."As many as 6.8 million people in the United States are affected by Alopecia, a common autoimmune skin disease that causes hair loss on the scalp, face and sometimes other areas of the body. There are several types, including scarring alopecias, which are irreversible, and non-scarring alopecias, which are more common."Many of the non-scarring alopecia are reversible depending on the reason that they exist," said Dr. Michelle Draznin, a dermatologist with Kaiser Permanente.Draznin said non-scarring alopecia can caused by different issues like your autoimmune system, thyroid and even stress."It's really hard on people particularly women because I think it's not super socially acceptable to have hair loss in women," Draznin said. "And it can feel very very vulnerable. The good news is, that usually goes away."Even if her hair doesn't come back, Payne said she can and will live a productive life. A message she's glad to see others sharing. 2738

THOUSAND OAKS, Calif. (AP) — The Southern California country-western bar where 12 people were killed in a mass shooting and gunbattle will reopen more than a year after the tragedy.A gunman shot 11 victims during Nov. 7, 2018, shooting at the Borderline Bar & Grill shooting in Thousand Oaks before turning the weapon on himself. A Ventura County sheriff’s deputy was wounded by the gunman then accidentally killed by a California Highway Patrol officer during the ensuing gunbattle.The Borderline’s owners say in a video posted Thursday they’ve decided to reopen the bar though they did not offer a timeframe. The owners say in the meantime, they will open a new location in Agoura Hills.Families of the dead and 248 survivors opened a public park memorial earlier this month.RELATED:San Diegan remembered on anniversary of Borderline shootingCoronado High School graduate killed in Borderline shooting remembered as a 'hometown hero'Ventura County sheriff's sergeant killed in Thousand Oaks shooting was set to retire soon 1036

Three people are currently battling for custody of the remains of infamous cult leader Charles Manson, who died in Bakersfield, California late last year.Jason Freeman, who claims to be Manson's grandson; Michael Brunner, who claims to be Manson's son and oldest living relative;, and Michael Channels, who was Manson's penpal for 30 years have all made claims to Masons's remains.Manson was hospitalized at Mercy Hospital Downtown last November before he eventually died. His body has been in the possession of Kern County since. In January, it was decided the fate of his remains would be decided through Kern County Superior Court. At the last hearing on Jan. 31, both Manson's son's and grandson's attorneys hinted at possibly joining forces. There have been multiple court hearings over who can lay claim to Manson's body and another to determine who will end up with his estate. The estate battle is going on in Los Angeles. 963

T-Mobile and Sprint finally agreed to a massive telecom merger after years of negotiations punctuated by two breakups.The  billion merger, announced Sunday, values Sprint near its current share price of .50.The tie-up would position the telecom companies as fiercer competitors to Verizon and AT&T, which have long dominated the US market."I'm excited to announce that @TMobile & @Sprint have reached an agreement to come together to form a new company -- a larger, stronger competitor that will be a force for positive change for all US consumers and businesses! Watch this & click through for details." said T-Mobile CEO John Legere, in a tweet Sunday.A report that the deal was getting close drove up Sprint's stock price by 8% on Friday and T-Mobile's price edged up as well. The stock price for SoftBank, a Japanese conglomerate with a majority stake in Sprint, rose by 3%.Sprint and T-Mobile first discussed a merger in 2014 but scrapped it because of concerns about regulatory challenges from the Obama administration.The companies expected to have a better shot at the merger under the Trump administration.Sprint stock tanks as T-Mobile merger said to collapseSoftBank CEO Masayoshi Son met with Trump the month before he took office to talk up an investment in US businesses.A few weeks later, T-Mobile's Legere said he was open to "various forms of consolidation" when asked about a potential merger with Sprint and SoftBank under the Trump administration.But last November, after much speculation, the two companies issued a statement saying they "have ceased talks.""While we couldn't reach an agreement to combine our companies, we certainly recognize the benefits of scale through a potential combination. However, we have agreed that it is best to move forward on our own," Marcelo Claure, the Sprint CEO, said at the time.Sprint and T-Mobile's announcement is just the latest step in an ongoing movement towards telecom consolidation. AT&T is in talks to acquire Time Warner, which owns CNN and CNNMoney. The outcome of that billion merger-in-the-making depends on a case in federal court, which is pending the decision of the judge. 2203