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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. The author describes an advertising agent for Columbia Record Club who encouraged viewers to look for what in the magazine ads in Chapter 3?
(a) A c.d. sample.
(b) A concert ticket.
(c) A treasure box.
(d) A phone number.

2. What does the author consider to be the second of the three rules of epidemics?
(a) The Power of Context.
(b) The Stickiness Factor.
(c) The Law of the Many.
(d) The Law of the Few.

3. Darnell McGee admitted sexual relations with how many people after he knew he carried HIV?
(a) 398.
(b) 103.
(c) 2,500.
(d) 252.

4. Where is Lois Weisberg from?
(a) New Orleans.
(b) New York.
(c) Pittsburgh.
(d) Chicago.

5. What refers to a social psychological phenomenon where individuals do not offer any means of help in an emergency situation to the victim when other people are present?
(a) The freedom effect.
(b) The escape effect.
(c) The bystander effect.
(d) The silence effect.

Short Answer Questions

1. What does the author consider to be the first of the three rules of epidemics?

2. What is Roger Horchow’s profession?

3. What brand of cigarettes became sticky when they used a grammatical faux pas in an advertising campaign according to the author in Chapter 1?

4. Who does the author cite as a prototypical maven who is "almost pathologically helpful"?

5. What fashion designer was heard to be wearing Hush Puppies Shoes when they experienced a resurgence, according to the author in the Introduction?

Short Essay Questions

1. How would you describe the voice and tone of the Introduction to the book?

2. Early in television's history, few people believed TV held any educational value. Who was the first to challenge this and why?

3. What did early research for Sesame Street reveal?

4. How do connectors differ from normal people, according to the author?

5. How does the author describe Roger Horchow in the text?

6. Who was Darnell McGee? What role did he play in epidemics, according to the author?

7. How does the author describe Lois Weisberg in Chapter 2?

8. What is illustrated by the author’s first example in the introduction?

9. What does the author state in reference to yawning in the Introduction?

10. Why do connectors start trends while normal people do not, according to the author?

(see the answer keys)

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