So you
thought cutesy cereal boxes were designed just to capture your innocent
toddler’s rapt attention? Nope. In a Cornell
University study, researchers manipulated the gaze of the cartoon rabbit on
Trix cereal boxes and found that adult subjects were more likely to choose Trix
over competing brands if the rabbit was looking at them rather than away:
“Making eye contact even with a character on a cereal box inspires powerful
feelings of connection.”
But
there’s more: according to research conducted at Northwestern
University’s Feinberg School of Medicine, when doctors make more eye
contact with their patients, those patients enjoy better health, comply with
medical advice more often, and are more likely to seek treatment for future
problems. In other words, these patients listen to and follow the advice of
their doctors. Precisely what you need your jurors to do.
Eye
contact engages us. Eye contact facilitates communication. Eye contact
influences others. Eye contact is persuasive.
When
you are conducting voir dire, make eye contact as often as possible, especially
when listening to a response, or asking a question. If you need to glance at
your notes, do so after a response, before your next question.
Throughout
the trial, take advantage of the persuasive power of eye contact to look at
jurors whenever you are making an important point. Encourage your witnesses to
look out at the jurors, especially during direct.
Marketers
have billions on the line; where the rabbit looks is of vital importance. You
have just as much at stake, if not more, every time you walk into the
courtroom.
