Why We Buy: The Science of Shopping Chapter 15: "Cash/Wrap Blues" 1. What is a problem in placing cash registers up front, near the door? 2. Discuss the most problematic part of the hotel experience. Possible solutions? Chapter 16: "Magic Acts" 1. The world of merchandising breaks down into two distinct aspects. Discuss both aspects. 2. Discuss the evolution of the POP business. 3. What are "add-ons," and what are their merits? Discuss an example of an "add-on" you particularly liked or that stood out to you. 4. What was done to the \$3 T-shirt manufactured in Sri Lanka? 5. What were some problems in merchandising at one car dealership? 6. What is an "activated fixture," and what have results been in their use? 7. What is the lesson learned from the "giant pile of soda cases sitting on the floor