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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. 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 silence effect.
(b) The freedom effect.
(c) The bystander effect.
(d) The escape effect.

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

3. Where was Gaeton Dugas from?
(a) Denmark.
(b) Great Britain.
(c) The United States.
(d) Canada.

4. What fashion designer was heard to be wearing Hush Puppies Shoes when they experienced a resurgence, according to the author in the Introduction?
(a) Isaac Mizrahi.
(b) Micole Biancosino.
(c) Jacques Herrer
(d) Donna Karan.

5. When did the show Sesame Street premiere?
(a) 1969.
(b) 1981.
(c) 1975.
(d) 1985.

Short Answer Questions

1. Gaeton Dugas claimed to have slept with over how many people?

2. The author states that the tipping point for Hush Puppies Shoes came between what years?

3. Researchers prior to Blue's Clues believed that children could not follow what?

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

5. What designer called and wanted to use Hush Puppies Shoes in his spring collection during their resurgence, according to the author in the introduction?

Short Essay Questions

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

2. What study did Howard Levanthal conduct? How are his pamphlets described?

3. What saying from the business world does the author employ to describe connectors in Chapter 1?

4. What popular parlor game does the author use to describe connectors in Chapter 2?

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

6. How does the author use cigarettes to illustrate the Stickiness Factor in Chapter 1?

7. How does the author relate the tipping point to weather in the Introduction?

8. What test did the author develop to determine a person’s likelihood to be a connector?

9. Who helped to increase the “sticky factor” for Columbia Records? How?

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

(see the answer keys)

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