What’s the key to convincing shoppers to buy your product? Satisfy their emotional needs, says Chris Gray, a doctor of clinical psychology and founder of The Buycologist. “Every purchase we make is to make our future better in some way. It’s always motivated by emotions,” he says. In this podcast, Chris speaks with Sidecar’s Mike Perekupka about what shopper psychology is and how it can help retailers more accurately map the customer journey.