Jurors do not evaluate civil cases through pure logic. Their decisions are driven by cognitive shortcuts, emotional resonance, and the structure of how evidence and arguments are presented. Understanding how jurors make decisions—especially in personal injury, product liability, medical malpractice, wrongful death, and negligence cases—is essential to winning the story war inside the courtroom. This research explores the psychological architecture behind verdicts, highlighting key behavioral science principles and actionable case-framing strategies tailored for plaintiff-side litigation.

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