So you
thought cutesy cereal boxes were designed just to capture your innocent
toddler’s rapt attention? Not only . . . In a recent 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,” according to Brian Wansink, professor at Cornell’s
Dyson School of Applied Economics and Management and director of the school’s
Food and Brand Lab.
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. Where you look is of vital importance.
