Tuesday, March 25, 2014
What Cognitive Dissonance Tells Us About Tone in Persuasion by Kathryn Stanchi.
This article is an excellent example of how a scholar can use cognitive science to help lawyers make effective arguments.
This essay takes an initial step toward thinking about where good advocacy should draw the line between zeal and coercion by looking to cognitive science for guidance. In particular, the paper looks at cognitive dissonance and related psychological processes to determine how decision-makers might react to different advocacy styles.
The bottom line arrived at in the paper is that it may often be advisable for lawyers to present arguments in a tone that, while strong in pursuit of a favorable outcome, appears more gradual, objective and reasonable. In other words, in many cases, the one most psychologically appealing advocacy approach is one that appears more balanced and reasonable rather than one that is aggressively pushy and one sided."