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This test consists of 5 multiple choice questions, 5 short answer questions, and 10 short essay questions.

Multiple Choice Questions

1. According to the author in Chapter 7, it typically takes how long for a person to become addicted to cigarettes when that person starts in his/her teen years?
(a) 2 years.
(b) 1 year.
(c) 3 years.
(d) 6 months.

2. According to the author, the first of the farmers in Iowa who tried the new seed corn were what?
(a) The Mavens.
(b) The Salespeople.
(c) The Innovators.
(d) The Connectors.

3. Divine Secrets of the Ya-Ya Sisterhood was adapted to film in what year?
(a) 2010.
(b) 2005.
(c) 1996.
(d) 2002.

4. Who is the creative director of the Lambesis Agency?
(a) Chad Farmer.
(b) Tom Gao.
(c) David Gunn.
(d) Todd Kessler.

5. According to the author in Chapter 5, the Methodist movement became epidemic in England and North America in the late eighteenth and early nineteenth centuries, tipping from 20,000 to how many followers in the U.S. in the 1780s?
(a) 150,000.
(b) 90,000.
(c) 50,000.
(d) 62,000.

Short Answer Questions

1. In 1993, Airwalk was a $16 million company. In 1995 it had sales of how much?

2. One of the reasons Gladwell attributes to the success of Divine Secrets of the Ya-Ya Sisterhood is that the author is also what?

3. The first bestseller list on which Divine Secrets of the Ya-Ya Sisterhood appeared was what?

4. Who was the former head of market research at Lambesis and a key figure in their success?

5. According to the author in Chapter 7, even as the amount of advertising against smoking increases, what also increases?

Short Essay Questions

1. What has been the failure of many anti-smoking campaigns, according to the author? Why?

2. What example does the author give from The Psychology of Rumor in Chapter 6?

3. What company does the author describe in the beginning of Chapter 6?

4. How does the author describe the obstacle in anti-smoking campaigns with teens?

5. Who did Airwalk employ as a connector, according to the author in Chapter 6? Why?

6. What theory does Gladwell introduce to explain the change in New York City crime in Chapter 4?

7. What is channel capacity, and what importance does it have, according to the author?

8. How does the author describe New York City crime when Bernie Goetz’s case took place?

9. Who took over as director of the New York City Subway during the 1980s? What was first on his agenda?

10. How does the author describe the success of Minister John Wesley in Chapter 5?

(see the answer keys)

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