April 8, 2022 - A Gentler, Better Way to Change Minds

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TradeBriefs Editorial

From the Editor's Desk

A Gentler, Better Way to Change Minds

Stop wielding your values as a weapon and start offering them as a gift.

What is the point of arguing with someone who disagrees with you? Presumably, you would like them to change their mind. But that's easier said than done: Research shows that changing minds, especially changing beliefs that are tied strongly to people's identity, is extremely difficult. As one scholar put it, this personal attachment to beliefs encourages "competitive personal contests rather than collaborative searches for the truth."

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