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• reciprocity (we feel obligated to return favors),• commitment and consistency (we want to be true to our word),• authority (we defer to those in power),• liking (we say yes to those we like), and• social proof (if we aren’t sure what to do, we see what others are doing). 56To apply those principles when we are addressing jurors, we should ask questions:• Scarcity: What will jurors think is scarce as they deliberate? Perhaps theopportunity to make the world safer, or do justice, or send a message.Standing up for what is “right” in the face of pressure may provide selfsatisfaction.Or delivering an unusually large verdict may give jurors aspecial and rare distinction, a measure of notoriety, which is scarce andvaluable in our fame-obsessed culture. Or maybe not, a $186 millionverdict against Autozone in November barely registered in the news. 57• Reciprocity: What favor can we offer that would make jurors feel obligatedto reciprocate? Simple gestures of kindness or acknowledgement, suchas opening a door or smiling, may be enough. The urge to reciprocatecan be triggered by giving a complete stranger something as trivial as apostage stamp or a dime, or by asking for a large favor, and thenretreating to a smaller one. 58 So suggesting an outsized verdict (large orsmall), and then offering to compromise could trigger a willingness toreciprocate.56 Dutton, supra note 5 at 167.57 Jacob Greshman, “AutoZone Hit With $186 Million Verdict,” Wall Street Journal, November 18, 2014(accessed on 1/6/2015 at http://www.wsj.com/articles/autozone-hit-with-186-million-verdict-1416359038).58 Dutton, supra note 5 at 114.28