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972-248-8080 DALLAS
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512-691-4100 AUSTIN
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Handling Reptile Theory In Litigation Practice

Chelsea Lankford • Dec 27, 2023

What Is The Reptile Theory In Civil Cases?

The Reptile Theory has emerged in civil cases as a fascinating and often debated strategy. It functions almost like a psychological ninja move. This theory, developed by David Ball and Don Keenan, is traditionally associated with personal injury cases. However, its application extends far beyond, infiltrating various realms of civil law. 


At its core, the Reptile Theory is a litigation strategy that targets the most primal part of the human brain, the part concerned with basic survival instincts. The theory operates on the premise that by appealing to the innate survival instincts of a jury, an attorney can elicit a strong emotional response that sways their decision-making. The crux of this approach lies in framing the legal issue at hand not just as a matter of law or fact, but as a broader concern for community safety and well-being.

Reptile Theory vs. Golden Rule Theory

The Golden Rule and Reptile theories offer two contrasting approaches to swaying a jury in legal strategy. The Golden Rule theory is all about empathy, asking jurors to step into the shoes of someone directly involved in the case. It’s like saying to the jury, “Imagine this was happening to you.” This empathetic angle, while noble in intention, often raises eyebrows in the courtroom because it can sway jurors from being objective. They might start leaning towards decisions colored by their own emotions and personal experiences rather than sticking to the facts and law. In stark contrast, the Reptile Theory takes a different route. It plays on the jurors’ instinct for self-preservation and community safety. Here, the case is framed as a potential threat to the wider community, not just the individuals involved. This strategy is designed to tap into a more collective sense of protection, steering jurors to respond based on a communal sense of safety rather than personal connection or empathy.

ABC vs. XYZ: A Battle for Business Ethics and Intellectual Rights

Sample Scenario: ABC Corporation and XYZ Inc. were business partners in a joint venture to develop innovative software solutions. During their collaboration, ABC Corporation invested significantly in research and development, creating a unique software product that became the venture's cornerstone. However, tensions arose, and the partnership eventually dissolved. In the dissolution agreement, it was clearly stated that ABC Corporation retained exclusive rights to the software they developed.


Despite this agreement, XYZ Inc. continued to use the software without ABC Corporation's consent. This unauthorized usage not only breached the dissolution agreement but also posed a significant threat to ABC Corporation's business interests and intellectual property rights. Consequently, ABC Corporation decided to take legal action against XYZ Inc. for breach of contract and infringement of intellectual property rights.


Application of Reptile Theory: In pursuing the lawsuit, ABC Corporation's legal team decided to employ the Reptile Theory. Rather than focusing solely on the legalities of contract breach and intellectual property infringement, they chose to frame the issue in a broader context. The attorneys argued that XYZ Inc.'s actions endangered the principles of fair business practices and the sanctity of contractual agreements. They highlighted how such behavior, if left unchecked, could undermine the trust and security essential to the business community at large.


ABC's Legal Chess: Outmaneuvering XYZ's Reptilian Gambit

To effectively counter the Reptile Theory employed by XYZ Inc., ABC Corporation’s legal team would need to adopt a multifaceted strategy. The key lies in shifting the focus from emotional and instinctual responses back to objective legal analysis and the specific facts of the case. Here’s how they might approach it:


  1. Refocusing on Facts and Law: ABC’s attorneys would concentrate on the concrete details of the contract and the specific legal rights at issue. They would meticulously outline how XYZ Inc.’s use of the software violates the clear terms of the dissolution agreement and infringes on ABC’s intellectual property rights. This approach aims to steer the jury’s attention back to the legal merits of the case rather than the broader emotional appeals.
  2. Challenging Emotional Appeals – Golden Rule Theory: Recognizing that the Reptile Theory relies on tapping into the jurors’ primal fears, ABC’s team would work to diffuse these emotional tactics. They might argue that while the integrity of business practices is important, the case at hand is specifically about XYZ Inc.’s breach of contract and should be decided on those grounds alone.
  3. Using Expert Testimony: To bolster their fact-focused strategy, ABC might bring in legal and industry experts. These experts could testify about standard business practices and contractual norms, highlighting the legitimacy of ABC’s claims and countering any exaggerated assertions about the broader impact of XYZ’s actions.
  4. Addressing Juror Responsibility: In their statements and closing arguments, ABC’s lawyers would remind the jury of their duty to make decisions based on law and evidence. They would emphasize the importance of an objective verdict that respects the specifics of the contractual agreement and intellectual property laws.
  5. Pre-Trial Motions: If feasible, ABC’s legal team might file pre-trial motions to limit the use of certain emotional appeals based on the Reptile Theory, arguing that they are irrelevant and prejudicial to an unbiased consideration of the case.
  6. Highlighting XYZ’s Breach: Finally, ABC’s team would continually highlight the fact that XYZ’s breach of contract is the core issue. They would argue that a verdict against XYZ serves to uphold contract law and intellectual property rights, which are fundamental to fair and ethical business practices.


Jane’s Emotional Edge: Reptile Theory in a Custody Case Background: 

Sample Scenario: Jane and John Doe had been married for seven years and had two young children. During their marriage, John was often away for work, leaving Jane to manage most of the childcare and household responsibilities. As their relationship deteriorated, the couple decided to divorce. In the custody hearings, both parents sought primary custody of the children. John argued that his financial stability and ability to provide a better living standard made him the more suitable parent for primary custody.


Application of Reptile Theory: Jane’s attorney chose to employ the Reptile Theory in the custody battle. Rather than focusing solely on the traditional arguments of financial stability or living conditions, the attorney framed the issue in terms of the children's emotional security and developmental needs. The argument was crafted to emphasize the potential negative impact of uprooting the children from their primary caregiver, while highlighting a stable and consistent emotional environment which in this case was provided by Jane.

John’s Strategy: Reframing the Custody Debate

John's Defense Strategy: Recognizing that Jane's attorney is using the Reptile Theory to appeal to the jury’s protective instincts towards the children, John's lawyer would aim to shift the focus back to a balanced and comprehensive view of parenting. The key strategy would involve presenting John not just as a financial provider but as a loving and involved parent, despite his work-related absences.


  1. Highlighting Parental Involvement: John's attorney would bring forth evidence and instances demonstrating John’s active involvement in the children’s lives. This could include his participation in important events, efforts to maintain a strong bond despite work commitments, and his plans to adjust his work schedule to be more present post-divorce.
  2. Refuting Emotional Security Arguments: To counter the argument about emotional security and stability, John’s attorney would emphasize the importance of both parents in the children’s lives. They would argue that a balanced custody arrangement would provide the children with a sense of normalcy and stability, maintaining strong relationships with both parents.
  3. Expert Testimony: The attorney might use testimony from child psychologists or family therapists to discuss the benefits of shared parenting. This would serve to counter the notion that staying primarily with one parent (Jane) is in the best interest of the children’s emotional and psychological well-being.
  4. Emphasizing John's Capabilities: The argument would also focus on John’s capability and commitment to providing not just financially but also emotionally and physically for the children. John’s attorney would aim to paint a picture of a well-rounded, capable parent who can offer a stable, nurturing environment.
  5. Addressing the Jury’s Role: In addressing the jury, John’s lawyer would emphasize the importance of evaluating all aspects of parenting and the well-being of the children. The attorney would remind the jury of their duty to consider the facts objectively and decide based on the children’s best interests in a holistic sense.


It's clear that both the Reptile Theory and the Golden Rule Theory, despite their intriguing approaches to persuasion in civil litigation, are met with a certain level of skepticism and caution. Their use in cases like ABC Corporation vs. XYZ Inc. and the custody dispute between Jane and John Doe highlights the complexities and ethical considerations inherent in employing psychological strategies in the courtroom. These theories, while offering innovative ways to connect with juries, often tread a fine line between persuasive argumentation and manipulation.


The Reptile Theory, with its focus on triggering primal instincts for community safety, and the Golden Rule Theory, which appeals to personal empathy, both risk steering jurors away from objective decision-making based on facts and the law. As demonstrated in the counterstrategies employed by ABC Corporation and John Doe's legal teams, there is a growing recognition of the need to maintain fairness and impartiality in legal proceedings. These examples illustrate the crucial balance that must be struck between effective advocacy and the ethical obligations of legal professionals. Ultimately, the pursuit of justice in the legal system hinges not on exploiting emotional biases, but on upholding principles of law and ensuring that decisions are grounded in objective, fact-based reasoning.

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