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MENDOZA IN THE NEWS

Pining for pumpkin-flavored treats? The marketing is working

Publication: ABC 5

November 8, 2012


Did you gorge on candy corn this Halloween? Are pumpkin and eggnog calling your name now? You are not alone.

There was literally a "pumpkin panic" on the Internet when the Wall Street Journal reported that Starbucks stores were running out of syrup for their pumpkin lattes.

According to one researcher, it's all about our need for rituals.

Katherine Sredl, assistant professor in the Department of Marketing at the University of Notre Dame, said that it’s no surprise when big-name items, like a spiced latte in October or brand of shoe during back-to-school shopping season, become inextricably linked with the season in which they appear.

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