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This quiz consists of 5 multiple choice and 5 short answer questions through Chapter 4.

Multiple Choice Questions

1. The author states in Chapter 1 that what year span saw the number of children in Baltimore born with syphilis spike considerably?
(a) 1989-1990.
(b) 1998-1999.
(c) 1995-1996.
(d) 1992-1993.

2. What was the cause in the spike of syphilis cases in Baltimore, according to the Centers for Disease Control?
(a) Rat infestation.
(b) Heroin.
(c) AIDS.
(d) Crack cocaine.

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

4. Between 1966 and 1981, violent crime rates in NYC had gone from 325 violent crimes per 100,000 to approximately how many crimes per 100,000 people?
(a) 1,100.
(b) 2,600.
(c) 3,100.
(d) 550.

5. The young men who attempted to mug Bernie Goetz demanded how much money from him?
(a) $50.
(b) $100.
(c) $20.
(d) $5.

Short Answer Questions

1. What designer put a twenty-five foot Bassett hound on the roof of his Hollywood store, according to the author in the Introduction?

2. What psychologist developed what he called the Affective Test to measure charisma?

3. What was the nickname of Darnell McGee?

4. The expert salesman for Gladwell is what successful financial planner described in Chapter 2?

5. According to one study, frequent viewers of Peter Jennings were more likely to vote for whom in the 1980s?

(see the answer key)

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