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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 7.

Multiple Choice Questions

1. Who does the author describe as “an orator of such power and charisma that, it was said, he once charmed a five-pound contribution out of Benjamin Franklin”?
(a) Howard Friedman.
(b) John Wesley.
(c) George Whitfield.
(d) John Potterat.

2. What researcher from Syracuse University showed that of the three major news outlets, Peter Jennings showed a bias in the presidential elections of the 1980s?
(a) John Potterat.
(b) Brian Mullen.
(c) Mark Alpert.
(d) Tom Gau.

3. Researchers for Sesame Street found that by focusing on the appropriate part of an episode the intended message becomes what, according to the author in Chapter 3?
(a) Stickier.
(b) More frightening.
(c) Subconsciously ingrained.
(d) Forgotten easily.

4. What is a term used to describe the use of drugs or other self-soothing forms of behavior to treat untreated and often undiagnosed mental distress?
(a) Care management.
(b) Addiction.
(c) Tolerance.
(d) Self-medication.

5. One of the studies from Chapter 4 tested a large group of schoolchildren in order to pick out an honest group among them. Schoolchildren who did not cheat in earlier studies did cheat in the same tests given how much later?
(a) 6 months.
(b) 2 years.
(c) 1 day.
(d) 5 days.

Short Answer Questions

1. According to the author in Chapter 3, Sesame Street limited itself by appealing to what?

2. In 1993, Airwalk was a $16 million company. In 1994, it had sales of how much?

3. What does the author refer to as “a detailed, academic way of looking at how a contagious idea or product or innovation moves through a population”?

4. Gladwell claims that nicotine acts as what in Chapter 7?

5. What was Joan Ganz Cooney’s first television program?

(see the answer key)

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