USING TRIAL SCIENCE TO ENHANCE DAMAGES RECOVERY

1 . Trial Science : Aristotle to Kahneman

2300 years ago , Aristotle , in his Discourse on Rhetoric launched Trial Science with his brilliant analysis of the principles of persuasion and the fundamentals on how to impact the judgment and decision-making processes of an audience by utilizing four principles :

1 . Maximize your salient points . 2 . Minimize your weaknesses . 3 . Refresh the memory of your audience frequently . 4 . Execute the required level of emotion .

48 x The Trial Lawyer