How the Brain Works and Why You Should Care

Clarity Jury Consulting can enhance and make a significant impact on a lawyer’s effectiveness when communicating with jurors. The use of psychological methods can inspire and influence a juror’s behavior and thought process. An attorney can be one step ahead of opposing counsel by understanding the process of the human brain; persuasion is an extremely powerful tool that is essential throughout the course of a trial.

There are basically two parts that make-up the human brain: the neocortex and limbic system.

The neocortex is responsible for verbal communication and all rational and analytical thought. The neocortex is the segment of the brain that lawyers are experts in when speaking to jurors. However, by only communicating to one area of the brain, motivating one’s behavior and thought process to sway becomes very difficult if not impossible. Its primary function is to confirm what is being communicated to the limbic system; the limbic system of the brain has no capacity for language but is responsible for all human behavior and decision-making.

The limbic system is responsible for our feelings and emotions; this applies to one’s trust and obligations. Therefore, in order to influence and inspire the decision-making of others, it is essential that lawyers learn to communicate effectively to both sectors of the brain. Emotions are a fundamental component of the human brain; effective communication cannot be obtained by only stating the facts and employing the logical element of the brain. To obtain a desirable outcome, a lawyer needs to communicate and elicit a client’s, judge’s, and juror’s emotions for a favorable decision.