To Be or Not to Be … a Company
I see it when I am working with both plaintiffs and defendants. It is a belief often held on both sides of litigation, and, in my experience, I find it completely untrue. What is the belief? That jurors hate companies just for being companies. That they believe profitability is evil -- no exceptions.
The truth is that most reasonable folks understand that the nature of American business is about profitability. Profitability makes companies successful. It creates jobs. It is good for our society. It is the American way. The net effect is that jurors do not automatically believe that a company is bad for being a company, but want to understand how a particular company behaved in a way that is either consistent with or deviates from expectations of how a company should behave. Whether those expectations are reasonable or unreasonable …well, that is a topic for another posting.
Don’t get me wrong, there certainly are folks in the world who will mistrust anything a company says. These folks, though, are not the norm. Moreover, they will more often than not reveal themselves in jury selection and be struck for cause. Therefore, plaintiffs can’t rely on these folks to be in the jury and defendants should not be unnecessarily fearsome about their presence on a panel.
Implications for Trial
So what does this all mean for a jury trial? Well, there are several implications that can be described through mistakes I have seen made by both sides of litigation. First, I have seen plaintiff counsel provide presentations to juries about evil corporations and “profits over people” in cases in which there was simply no indication that the company ever intentionally did anything wrong, mistake made or not.
Overstating the “evil” organization may actually have a negative effect for plaintiffs, raising the bar for what the plaintiff has to prove. It takes a lot more to prove that a company was an evil organization with a devious plot to hide its wrongdoings than to tell a story of a company that made an error that caused the plaintiff harm. I have often seen jurors say in focus groups that “business is business” and that “Company X never meant for this to happen.” When plaintiff has made the argument that Company X purposely ignored safety to get more profit, “purposely” becomes what jurors want proved -- not because that is what the law says, but because that is what the plaintiff said.
On the corporate defense side, I have seen folks fear the corporate image to the extent to which they try to make the company seem like it is not a company. For example, I worked on a case in which the defense counsel wanted the founder and CEO of a multibillion-dollar enterprise to tell the jury that he founded the business for purely altruistic purposes --- to provide a helpful service to the community. Well, that may be part of it, but no one will believe that this businessman decided to get into such a lucrative business without the goal to make profit. Businessmen like profit. Trying to convince folks of anything different simply didn’t seem honest. In this case, instead of running away from the company’s profitability (which seemed to jurors as if there was something wrong with the manner in which that profitability was attained), we got a better response by embracing the company’s profitability and growth in a manner that was responsible and considerate of consumers. Good business is profitable. That is part of what makes it good business.
The moral of the story is that both sides need to make arguments congruent with juror expectation/perceptions, keeping in mind that perceptions are not typically negative toward companies, but do contain high expectations of them. For the plaintiff, attacking the company for no other reason than the fact that it is a company will likely not fly. There has to be something about the company’s actions that deviate from what folks perceive as normal corporate behavior. For the defense, there is no reason to run away from the corporate image. In fact, I see defendants do better when they embrace the corporate image in a manner congruent with juror expectation, illustrating how it is a company that knows its business and runs that business well. Contribution to the community is certainly a part of the “good company” story, but it is not the whole thing.
Melissa M. Gomez, Ph.D. is a jury consultant and owner of MMG Jury Consulting, LLC. She holds a Ph.D. in psychology from the University of Pennsylvania. Her experience includes work on more than 100 jury trials in Philadelphia and across the country, with a focus on the psychology of juror learning, behavior and decision-making. She has more than a decade of expertise in research design and methodology, as well as in behavioral and communication skills training.
This posting is for general informational purposes only and should not be construed or interpreted as advice specific to any matter. Each case is different and no strategy applies uniformly to all.
If you have any questions regarding jury psychology that you would like to see addressed in this blog, please contact Dr. Gomez at melissa@mmgjury.com or call 215-292-7956.
Melissa M. Gomez, Ph.D.
MMG Jury Consulting, LLC
www.mmgjury.com
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