Although jurors are tasked with rendering a verdict based on the evidence and arguments presented in court, the unavoidable truth is that they often rely heavily on non-evidentiary factors, particularly when faced with a complex or highly technical case. One such factor is perceived credibility, not just of the witnesses but also of the attorneys themselves. Jurors use the perceived credibility of the messenger to judge the credibility of the message. A jury consultant will explore strategies for establishing credibility in the eyes of jurors, with a particular focus on how to preserve credibility while advocating strongly for a client. The course covers the psychological underpinnings of trust, how trust and credibility influence jurors’ judgments, and the practical dos and don’ts of building credibility in the courtroom.
