This is the third in a series of articles presenting the "Theory of Core Values" as an explanation of how jurors reach their verdicts. I developed this theory over the past 40 years as a trial lawyer, law school professor, and persuasion strategy consultant. The first article criticized the "Reptile Theory," which suggests trial lawyers obtain their best verdicts by relying on base emotions that appeal to the primitive reptilian portions of jurors' brains. I don't entirely reject the Reptile Theory; but it lacks needed nuance.