Dr. Lisa Payne, Batten Associate Professor of Communication at VWU, describes pumpkin spice as "cultural currency" in this Virginian-Pilot article published today: https://pilotonline.com/life/flavor/pumpkin-spice-life-when-is-enough-enough/article_1a206fbf-b660-5e89-97b8-951d54ebd956.html
