For $95, plaintiffs lawyers can buy a book that teaches them 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.

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