MCLA Green Living Seminar: Social Marketing & Demand for Fuel Efficiency

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NORTH ADAMS, Mass. — Lisa Watson, associate dean of research and graduate programs and associate professor of marketing at the University of Regina, will give a talk titled "Consumer Demand for Fuel Efficient Vehicles and the Role of Social Marketing" as part of MCLA's Green Living Seminar Series at 5:30 p.m. on Wednesday, Feb. 17, 2021. 
Green Living Seminar Series webinars are free and open to the public; community members can register for each lecture at All seminars take place weekly on Wednesdays at 5:30 p.m. through April 14. 
Watson researches in the areas of consumer entitlement, sustainable decision-making, and social marketing. According to as press release, Her entitlement research considers how a false sense of personal entitlement (as opposed to actual deservingness) leads to unfavorable behavioral outcomes on the part of the consumer, such as consumer debt and obesity. Watson's sustainable decision-making research explores how and why purchasing and consumption choices put personal comfort and prestige before broader societal welfare. Her social marketing research links the understanding of potentially detrimental consumer choices gained above to behavior change and social marketing theories The purpose of this transformative consumer research is to find ways to motivate positive behavior change to benefit individual consumers and society. 
Every semester, MCLA's Green Living Seminar Series hosts lectures by local, regional, and national experts organized around a central theme related to the environment and sustainability. The 2021 series theme is "Individual Actions and Environmental Sustainability." The series is a presentation of the MCLA Environmental Studies Department and MCLA's Berkshire Environmental Resource Center. 
For more information, go to or contact Elena Traister at (413) 662-5303. 

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McCann to Install Lights on Football Field

By Jack GuerinoiBerkshires Staff
NORTH ADAMS, Mass. — McCann Technical School hopes to have lights installed on the football field for the upcoming season.
"Friday night lights," School Committee member William Diamond joked at the committee's meeting Thursday after Superintendent James Brosnan said lights are finally coming to the school's athletic complex.
When Williams College renovated Weston Field, it donated the old lights and components to McCann. Brosnan said the project has been in the works some eight years.
He said contractor Musco Lighting went through the lighting components and that "everything is still viable and operational. Everything is ready to go."
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