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    Jury Research Blog

    Mastering Group Voir Dire: Tip 5—Avoid the “Looking Good” Bias

    Posted by Jeffrey T. Frederick, Ph.D. on Tue, Jun 13, 2017 @ 15:06 PM

    June 7, 2017

    Jeffrey T. Frederick, Ph.D.

                The initial tips in our Tips series have focused on setting the stage for effective voir dire (Tip 1; Tip 2; and Tip 3) and capitalizing on open-ended questions (Tip 4) to increase our understanding of jurors.  Now I turn to a major problem in jury selection, the looking good bias, and how to avoid evoking it in jurors. (Click here to see a short video for this tip.)

    Looking Good Bias

                The “looking good” bias (i.e., the socially desirable response bias) is an impression management strategy designed to portray a positive image of oneself to others.  This bias promotes responses that are not true reflections of the individual’s beliefs or experiences, but reflect a desire by the individual to have others think positively of him or her.  In the case of jurors, this looking good bias fosters answers that reflect what jurors think the lawyer wants to hear or what they think are socially acceptable answers designed to create a positive impression of themselves. Obviously, this is exactly what we don’t want jurors to do. The looking good bias is fundamentally different from biases that can arise out of (a) exposure to case information whose influence is unrecognized by jurors or (b) implicit bias that reflects a general bias against a party.

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    Topics: jury research, group voir dire, jury selection, Jeffrey T. Frederick, voir dire, trial consultant, questioning jurors, jury honesty, looking good bias

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