For $95, plaintiffs lawyers can buy a book that teaches how to appeal to jurors' basic survival instincts, those that emanate from humans' "reptilian" brains. "When the Reptile sees a survival danger, she protects her genes by impelling the juror to protect himself and the community," write co-authors Don C. Keenan, an Atlanta plaintiffs lawyer, and David Ball, a North Carolina jury consultant. But in a recent wrongful death trial, Keenan found that defense lawyers will also buy the book -- and use it against him.
Plaintiffs Lawyer's 'Reptile' Strategy Bites Back
March 1, 2010