Beware of the Anti-Theme in Your Case

By Dr. Ken Broda-Bahm:

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We’ve written frequently on themes: those little nuggets of language and meaning that distill a case to its persuasive essence. As consultants, we create themes even more frequently, trying to find the right message to leverage a case’s greatest strengths while minimizing or reframing its most important weaknesses. By definition, a theme is a simple message that helps an audience see your case in its most favorable terms. But based on some recent research, there is also a mirror image of that: an ‘anti-theme’ in the form of the condensed message that would turn off your audience and turn them away from your case. Considering these anti-themes when working on the contours of your message can help you know what to avoid and what to preempt in your trial strategy.

The study (Gromet, Kunreuther & Larrick, 2013) focuses on consumer choices…

Read more here: http://www.persuasivelitigator.com/2013/05/beware-the-anti-theme.html

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