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This test consists of 5 short answer questions, 10 short essay questions, and 1 (of 3) essay topics.

Short Answer Questions

1. In what year did Airwalk’s sales begin to falter, according to the author in Chapter 6?

2. What is sometimes defined as drinking alcohol solely for the purpose of intoxication?

3. How many farmers in Green County, Iowa were studied in the hybrid corn seed analysis discussed in Chapter 6?

4. DeeDee Gordon had previously worked with what shoe company before the Airwalk campaign?

5. In concluding Chapter 4, Gladwell states that what affects a person's reactions to a given situation more than parental wishes or guidance?

Short Essay Questions

1. How does the author describe the work of Robin Dunbar in Chapter 5?

2. How does the author describe the importance of groups in Chapter 5?

3. What is channel capacity, and what importance does it have, according to the author?

4. What are the roles of connectors, mavens and salesmen, according to the author in Chapter 6?

5. What example does the author give from The Psychology of Rumor in Chapter 6?

6. What company does the author describe in the beginning of Chapter 6?

7. How does the author describe New York City crime when Bernie Goetz’s case took place?

8. How does the author describe the obstacle in anti-smoking campaigns with teens?

9. How did crime in New York change in the decade after the Bernie Goetz case? Why do most people believe this change happened?

10. What has been the failure of many anti-smoking campaigns, according to the author? Why?

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

Discuss the role of mavens in epidemics, be them diseases or trends. How do mavens serve to keep the market honest? How do mavens relate to connectors and salesmen? Who does the author cite as a prototypical maven who is "almost pathologically helpful"? Why does he say this?

Essay Topic 2

Describe and discuss the advertising campaigns of Winston cigarettes and Winston’s competing brands, including Camel, Marlboro, etc. How do the ads differ? Why did the Winston ads appeal to smokers more than Camel or Marlboro ads? What made the ads “stick”?

Essay Topic 3

Define the broken windows theory and analyze it as it applies in your contemporary world. What are some examples in your day-to-day life that you can see this theory play out? How and when can the effects of the broken windows theory be seen?

(see the answer keys)

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