Please set value(s) for component.

New book explores power of persuasion to boost lawyers’ success as litigators


Search ABA News

  • Media

  • ABA News Sections

  • Key Issues

New book explores power of persuasion to boost lawyers’ success as litigators

By John Glynn

CHICAGO, June 18, 2014 — Persuasion is a deliberate effort to change a person’s attitude, and the ability to effectively persuade a decision maker is paramount to a lawyer’s success. Skillful persuasion has many aspects, including the speaker’s credibility and likability, understanding the audience, and how the message is framed and explained. 

The Science of Persuasion: A Litigator's Guide to Juror Decision-Making, Second Edition" is a thorough handbook exploring the way jurors make decisions, and how that knowledge can be used effectively on a case-by-case basis. The author walks the reader through every stage of a trial and offers comprehensive information on what jurors are thinking when, and how to influence them in the most powerful way.

“The Science of Persuasion” is an essential read for law students, as well as a helpful guide for experienced litigators and anyone who seeks to understand and yield professional persuasive tactics. It includes an extensive sample of voir dire questions, opening and closing statements, and fact patterns.

Author Brad Bradshaw is president of Bradshaw Litigation Consulting, LLC, of Austin, Texas. He received his doctorate in experimental psychology from the University of Kentucky, where his research included persuasion, juror decision-making, pretrial publicity and courtroom demeanor. A widely published author on various aspects of juror decision-making, Bradshaw is a frequent lecturer who has presented at both national and international conferences, and is a regular columnist for LCA Commentary, an online journal sponsored by the Litigation Counsel of America.

Title                             “The Science of Persuasion: A Litigator's  Guide to Juror Decision-Making, Second Edition
ABA Publishing
Pages:                         343 pages
Product Code:             1620612
ISBN:                           978-1-62722-535-9
Size:                            6 x 9
Binding:                      Paperback
Price:                           $99.95
Order the book at or call 800-285-2221.

Editor’s note: Author interviews and review copies are available by sending an email to Neal Cox at If you publish a review of this book, please send tear sheets or a copy for our files to Neal Cox, c/o ABA Publishing, 321 N. Clark St., Chicago, IL 60654.

With nearly 400,000 members, the American Bar Association is one of the largest voluntary professional membership organizations in the world. As the national voice of the legal profession, the ABA works to improve the administration of justice, promotes programs that assist lawyers and judges in their work, accredits law schools, provides continuing legal education, and works to build public understanding around the world of the importance of the rule of law. View our privacy statement online. Follow the latest ABA news at and on Twitter @ABANews.

No comments yet