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This quiz consists of 5 multiple choice and 5 short answer questions through Chapters 35 - 38.

Multiple Choice Questions

1. How many pairs of competing companies are analyzed in Built to Last?
(a) 8.
(b) 18.
(c) 12.
(d) 16.

2. Who is the author's Princeton colleage that wrote "Consequences of Erudite Vernacular Utilized Irrespective of Necessity: Problems with Using Long Words Needlessly"?
(a) Shane Frederick.
(b) Danny Oppenheimer.
(c) Larry Jacoby.
(d) Daniel Gilbert.

3. In one example provided by the author in Chapter 31, he establishes two sports fans going to a game while facing a blizzard. One bought his ticket and the other one got his for free from a friend. The author asserts that the fan who paid is more likely to drive. What provides the explanation for this assertion?
(a) An anchoring effect.
(b) The availability cascade.
(c) Narrative fallacy.
(d) Mental accounting.

4. What are the subjects in the gorilla study instructed to count in the short film?
(a) Baseball throws.
(b) Basketball passes.
(c) Scores on a video game.
(d) Seconds while a woman runs.

5. Where was John von Neumann originally from?
(a) Austria-Hungary.
(b) Israel.
(c) Spain.
(d) France.

Short Answer Questions

1. In discussing the stock market, the author states that if all the assets in a market are correctly priced, it leaves no scope for cleverness but it also does what?

2. What organization paid for Thaler to spend a year working with Kahneman in Vancouver?

3. In utility theory, the utilty of a gain is assessed by comparing what?

4. What illusion does the author demonstrate by presenting lines that appear to be different sizes but are in fact the same?

5. In the presentation of the "character" of Tom W. in Chapter 14, what is the subject of the experiment asked to rate?

(see the answer key)

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