Dr. Steve Wood discusses the impact and influence that constant and consistent messaging has on us individually, and on prospective jurors. Steve explains the concept of the Mere Exposure Effect and how the more we are presented with specific topics or ideas, the more we develop thoughts, beliefs, and attitudes about those topics. He also discusses the concept of Social Proof and how our brain processes something ambiguous by following the patterns of other people's behaviors or opinions. Lastly, Steve discusses what can be done to counter specific messaging, particularly as it relates to plaintiff trucking and transportation advertising. A counter offensive is critical since these negative messages are directly influencing the prospective jury pool.