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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 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) Brian Mullen.
(b) Tom Gau.
(c) John Potterat.
(d) Mark Alpert.

2. According to the author in Chapter 3, Sesame Street limited itself by appealing to what?
(a) Children of lower classes.
(b) Children of urban areas.
(c) Children of upper classes.
(d) An adult sense of humor.

3. The expert salesman for Gladwell is what successful financial planner described in Chapter 2?
(a) Brian Mullen.
(b) John Potterat.
(c) Tom Gau.
(d) Mark Alpert.

4. Howard Levanthal’s research showed that when each type of pamphlet included what, each category saw an increase in attendance to the vaccine clinic?
(a) A map to the campus health center.
(b) Commentary from doctors.
(c) Photographs of diseased people.
(d) Explanations of the vaccine.

5. Unlike Sesame Street, which tested a third of its episodes, the Blue's Clues research team field tested every episode how many times?
(a) 3.
(b) 4.
(c) 2.
(d) 6.

Short Answer Questions

1. Who developed an eye movement sensor used in research for Sesame Street?

2. Where is Lois Weisberg from?

3. A well-known saying states that twenty percent of the people do what percent of the work?

4. According to Gladwell, stickiness measures the degree to which a product or idea does what?

5. In Gladwell’s rough quiz to test the number of people a person may know, few people score over what number?

Short Essay Questions

1. How does the author break down his first law introduced in Chapter 2?

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

3. Who was Gaeton Dugas? What was his role in the spread of HIV?

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

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

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

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

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

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

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

(see the answer keys)

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