The science of persuasion

"Persuasion is a deliberate effort to change a person's attitude. The ability to persuade is dependant on several things, including the speaker's credibility and likeability, understanding the audience, and how the message is framed. The ability to persuade comes naturally to some people and is completely foreign to others. But regardless of where you fall on that spectrum, understanding the principles of persuasion will increase your ability to persuade-and your ability to sway a jury in your client's favor.

The Science of Persuasion is your thorough guide to the way jurors make decisions and how you can use that knowledge to convince them that your story of a case is the correct version. The author - who holds a Ph. D in psychology, for which he researched persuasion and juror decision-making - walks you though every stage of the trial and offers comprehensive information on what jurors are thinking when, and how to influence them in the most effective ways."--Pub. desc.