About the Speaker
Jake McKenzie shapes strategy by using persuasive psychology to determine how jurors really think, feel and act. This approach gives cases an extraordinary advantage. Intermark Group welcomes opportunities for him to visit and share his unique perspective.
Jake McKenzie is the CEO of Intermark Group. His background is in psychology, which gives him an unparalleled view of changing individual beliefs and behavior. Employing PhD Psychologists to apply well-documented human psychology, Jake has helped shape such successful brands as Toyota, Krispy Kreme, and Progressive Insurance and is using this knowledge to shake up the courtroom. Jake is also an avid reader and outdoors enthusiast, in addition to being a father of four. Jake holds a BA in Psychology and Political Science from Vanderbilt University, as well as a MPPM from Birmingham-Southern College.
About the Work
Intermark Group uses our foundational knowledge of marketing and persuasive psychology to ensure success with juries. We unite argument strategy, trial visuals, juror psychographics, and predictive analysis to steer case outcomes based on psychological influence.
Intermark takes a truly unique approach to case strategy. With the help of our in-house PhD holders, we leverage psychological theory and insights at each stage of the trial. This requires an expansive lens on jury beliefs as well as an evolved perspective surrounding the portrayal of arguments.
We invite your audience to take a journey down the winding road of the human psyche. Let’s explore the normative irrationality that drives jurors to make decisions AND how to affect those decisions.
Session Overview
Jake discusses how to apply psychology to jury decision making, including cognitive biases. Additionally, Jake provides insights into how successful litigators apply psychology to effectively persuade juries, and how savvy litigators can utilize this to increase their odds of winning. We will review several juror’s cognitive biases and how savvy litigators can leverage them to increase your odds of winning. These will include:
- Narrative biases
- Consistency principles
- Anchoring
- Cognitive dissonance
Attendees will gain a better understanding of juries and walk away with actionable ways to be a more effective litigator.
Selected Speaking Experience
- BrandSmart 2022 — Chicago
- CANE Summer Institute – Denver
- Insurers Public Relations Council – Nashville
- Hospital Marketing and Communications Summit – Boston
- Kiwanis Club – Birmingham
- Business Leaders Institute – La Crosse
- Discover Conference – Atlanta
- Southern Living Marketing Conference – Nashville
- Digital Dealer Conference – Orlando
