Oregon Law Review : Vol. 89, No. 1, p. 305-350 : The Power of Priming in Legal Advocacy: Using the Science of First Impressions to Persuade the Reader
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Date
2010
Authors
Stanchi, Kathryn M.
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon Law School
Abstract
The contribution of this Article is the synthesis of legal advocacy
and the psychological studies of priming. It shows advocates how
priming can help them make better strategic decisions in their briefs
and gives specific examples of different ways to use priming in
persuasive writing. Part I defines the basic concept of priming and
gives examples of different ways that priming works. Part II begins
the application of the priming studies to law. The focus of Part II is
on priming the reader’s emotional response through theme and story.
It also examines how emotions can impact decision making in
unexpected ways. Part III moves from emotional priming to semantic
priming. It examines how to influence the decision maker’s view of
the case by using particular vocabulary and description in key,
strategic places in the brief. Finally, Part IV focuses on the risks of
priming, as well as the limitations of the priming studies as applied to
law.
Description
46 p.
Keywords
Priming (Psychology), Legal briefs, Briefs
Citation
89 Or. L. Rev. 305 (2010)