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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

There's a new Facebook hoax going around — and it's targeting your inbox."We’ve heard that some people are seeing posts or messages about accounts being cloned on Facebook. It takes the form of a 'chain mail' type of notice," a Facebook official said.Here's what happens: you receive a message from an existing Facebook friend telling you they've received a friend request from you. Then it says to check your account and instructs you to forward the message to all your friends.But users are following these actions without actually checking if they have a duplicate profile and it's leading to a lot of confusion, a Louisiana official said.The message reads: 678

There's a nor'easter roaring toward the East Coast -- and it's a ferocious mix of howling winds, drenching rain, snow and surging waves.The storm is expected to knock out power, flood neighborhoods and destroy homes along the Atlantic coast Friday and Saturday.As the high tide advances, authorities are warning residents of coastal communities to be ready to evacuate."Take this storm seriously! This is a LIFE & DEATH situation for those living along the coast, especially those ocean-exposed shorelines," the National Weather Service in Boston tweeted.Like the nor'easter in January, it could undergo bombogenesis -- or become a "bomb cyclone" -- by dropping at least 24 millibars of atmospheric pressure in 24 hours. Some forecasters predict a sudden pressure plummet Friday evening off the Atlantic coast.Here's what to expect in the next few days:Coastal flooding 881

There is no defense for the President’s comments tonight undermining our Democratic process. America is counting the votes, and we must respect the results as we always have before. No election or person is more important than our Democracy. https://t.co/BOO2iaTsEf— Larry Hogan (@LarryHogan) November 6, 2020 317

There are more than 50 deaths per year in the U.S. that happen during police encounters with people carrying toy firearms.In an effort to prevent it from happening in Sioux City, Iowa, city council members there have voted to adopt an ordinance that bans some toy guns from being carried.The Associated Press reports Police Captain Mark Kirkpatrick said officers have had multiple encounters with replica weapons. They are faced with the question of whether to use deadly force in those situations.The toy weapons ban in Sioux City includes pellet and BB guns. The ban does not cover Nerf or squirt guns, or guns that shoot suction-cup darts, the AP reports. 676