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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. According to the author in Chapter 7, even as the amount of advertising against smoking increases, what also increases?

2. Who is the author of Divine Secrets of the Ya-Ya Sisterhood?

3. In 1993, Airwalk was a $16 million company. In 1995 it had sales of how much?

4. Who is the creative director of the Lambesis Agency?

5. One of the researchers who rode in the needle exchange vans in Baltimore to interview super-exchangers was an epidemiologist by what name?

Short Essay Questions

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

2. What key figures in trends does the author describe in Chapter 6?

3. How does the author describe the publication of Rebecca Wells's novel Divine Secrets of the Ya-Ya Sisterhood in Chapter 5?

4. What theory does Gladwell introduce to explain the change in New York City crime in Chapter 4?

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

6. What example does the author present from Micronesia in the beginning of Chapter 7?

7. Who did Airwalk employ as a connector, according to the author in Chapter 6? Why?

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

9. What, according to the author, gives teens “psychological permission” to smoke?

10. How does the author describe the incident that made Bernie Goetz famous?

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

Define and discuss the Law of the Few, the Stickiness Factor and the Power of Context. How do these rules apply to different situations than disease? How does the author use the three rules to explain the resurgence of Hush Puppies shoes?

Essay Topic 2

Describe and discuss the murder of Kitty Genovese and the bystander effect. Who coined the terms “bystander effect” and "Genovese syndrome"? What are more recent examples of this phenomenon? If Genovese had been in a different environment, would it have affected her murder? How does the Power of Context apply to other situations similar to the Kitty Genovese murder?

Essay Topic 3

Discuss Tom Gau, Brian Mullen, Peter Jennings, and Howard Friedman. What did researchers discover about the influence Peter Jennings had on presidential elections during the 1980s? What are examples of newscasters today who share this influence? How are mavens illustrated by these examples?

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