Category: Primacy & Recency

Zimmerman: Primacy & Recency

My advice to trial lawyers – throw out the trial advocacy books filled with old wives’ tales, and study human behavior. The opening arguments in the Zimmerman trial are a good example of using the psychological principles of primacy and recency. The audience remembers the first thing you say and the last far better than that sandwiched in the middle. And the impression the jurors get from the opening colors their perception of the evidence as it unfolds.