If you’ve ever wondered what really drives someone to click “buy,” this is the episode you’ve been waiting for. Host Megan Hansel is joined by Sarah Levinger, founder of Tether Insights and one of the sharpest minds in neuromarketing. Together, they unpack the emotional drivers behind buyer decisions and why understanding psychology might be the most underrated skill in e-commerce.

From building brands that resonate to converting browsers into buyers, Sarah shares insights that have helped major companies scale with confidence. Whether you're starting from zero or looking to optimize a high-performing Shopify store, this episode offers practical ways to align your brand with your customer’s inner decision-maker—and explains why emotion always comes before logic. 

Chapters
[Start] The Engine Behind Every Sale: Megan introduces the topic of neuromarketing and guest Sarah Levinger, who breaks down why human behavior should guide business strategy.
04:06 Why Emotion Always Comes First: Sarah explains how most purchases start with emotion and are justified with logic—plus why the problem-solution framework often falls short for real buyers. 10:05 Building a Brand That Feels Human: Learn how to give your brand a consistent “personality” that connects, and why small emotional cues like color, tone, and feeling drive big results.
20:17 Add to Cart ≠ Ready to Buy: What an abandoned cart really means and how to turn hesitations into conversions using BJ Fogg’s behavioral model.
34:05 Tiny Word Swaps, Massive Impact: Hear how switching one word in your product copy can radically change performance—and how founders can find their voice and connect authentically.

Links and Resources
Connect with and Follow Sarah

• Learn more at: Tetherinsights — Optimize Your Revenue Through Behavior Science
• Twitter: XSarahLevinger
• Sarah Levinger on Linkedin
• Sarah's Instagram
• Sarah's YouTube

Doba.com – Official site

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Inquiries about partnerships? Want to join Megan on the podcast?Email mhansel@doba.com and connect!