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 mcla.edu/greenliving. 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 www.mcla.edu/greenliving or contact Elena Traister at (413) 662-5303. 

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Berkshire County Homes Celebrating Holiday Cheer

By Breanna SteeleiBerkshires Staff

There's holiday cheer throughout the Berkshires this winter.

Many homeowners are showing their holiday spirit by decorating their houses. We asked for submissions so those in the community can check out these fanciful lights and decor when they're out.

We asked the homeowners questions on their decorations and why they like to light up their houses.

In Great Barrington, Matt Pevzner has decorated his house with many lights and even has a Facebook page dedicated to making sure others can see the holiday joy.

Located at 93 Brush Hill Road, there's more than 61,000 lights strewn across the yard decorating trees and reindeer and even a polar bear. 

The Pevzner family started decorating in September by testing their hundreds of boxes of lights. He builds all of his own decorations like the star 10-foot star that shines done from 80-feet up, 10 10-foot trees, nine 5-foot trees, and even the sleigh, and more that he also uses a lift to make sure are perfect each year.

"I always decorated but I went big during COVID. I felt that people needed something positive and to bring joy and happiness to everyone," he wrote. "I strive to bring as much joy and happiness as I can during the holidays. I love it when I get a message about how much people enjoy it. I've received cards thanking me how much they enjoyed it and made them smile. That means a lot."

Pevzner starts thinking about next year's display immediately after they take it down after New Year's. He gets his ideas by asking on his Facebook page for people's favorite decorations. The Pevzner family encourages you to take a drive and see their decorations, which are lighted every night from 5 to 10.

In North Adams, the Wilson family decorates their house with fun inflatables and even a big Santa waving to those who pass by.

The Wilsons start decorating before Thanksgiving and started decorating once their daughter was born and have grown their decorations each year as she has grown. They love to decorate as they used to drive around to look at decorations when they were younger and hope to spread the same joy.

"I have always loved driving around looking at Christmas lights and decorations. It's incredible what people can achieve these days with their displays," they wrote.

They are hoping their display carries on the tradition of the Arnold Family Christmas Lights Display that retired in 2022.

The Wilsons' invite you to come and look at their display at 432 Church St. that's lit from 4:30 to 10:30 every night, though if it's really windy, the inflatables might not be up as the weather will be too harsh.

In Pittsfield, Travis and Shannon Dozier decorated their house for the first time this Christmas as they recently purchased their home on Faucett Lane. The two started decorating in November, and hope to bring joy to the community.

"If we put a smile on one child's face driving by, then our mission was accomplished," they said. 

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