Monthly Archives: January 2020

The Importance of Letting Jurors Be Egocentric in Voir Dire

By Thomas M. O’Toole, Ph.D.

If you follow this blog or read our column in the King County Bar Bulletin, you know that I have been working with another well-respected jury consultant, Kevin Boully, to develop the study of Jury Economics, which is behavioral economics applied to jury decision-making. Behavioral economics has become a critical field of study across many industries due to its focus on the predictably irrational ways in which people act and make decisions.

Jury economics tells us that there are three core components to all jury decision-making: 1) it is egocentric; 2) it is economical; and 3) it is symbolic. In this blog, I want to focus on egocentric jury decision-making and what it means for jury selection. Before we do that, you might ask, what is egocentric jury decision-making? I’ll start with a great quote and then get more concrete. Continue reading