1. What refers to the state when a subject's reaction to a specific drug and concentration of the drug is progressively reduced, requiring an increase in concentration to achieve the desired effect?
(a) Abstinence.
(b) Tolerance.
(c) Tolerance.
(d) Paradox.

2. Where did Bernie Goetz earn a bachelor’s degree?
(a) Harvard University.
(b) New York University.
(c) The University of Texas.
(d) California State University.

3. When was an analysis of the spread of hybrid seed corn in Green County, Iowa, conducted, according to the author in Chapter 6?
(a) The 1950s.
(b) The 1960s.
(c) The 1920s.
(d) The 1930s.

4. In Chapter 7, the author states that researchers discovered that news coverage of suicide directly correlated with what?
(a) A spike in clinics.
(b) A rise in homicides.
(c) A decline in suicides.
(d) A spike in suicides.

5. What advertising agent for Columbia Record Club increased the stickiness of his ads simply by drawing a link between televised and print ads?
(a) Howard Friedman.
(b) Tom Gau.
(c) Wunderman.
(d) John Bartlett.

Short Answer Questions

1. Some experts have suggested that poor modeling at home influences children to smoke. However, what children do not follow this pattern, according to the author in Chapter 7?

2. Who developed an invaluable tool for Sesame Street called the distracter?

3. What is the name of the company that produces Hush Puppies Shoes?

4. Divine Secrets of the Ya-Ya Sisterhood was adapted to film in what year?

5. What psychologist developed what he called the Affective Test to measure charisma?

(see the answer key)

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