Uploaded April 2026 | Updated September 2026, 2 weeks ago
What happens when you stop trying to win the argument?
According to Christian Wheeler, professor of marketing, many of us go on the defensive when a conversation touches on political beliefs we identify with.
His research points to something counterintuitive: Restraining that instinct is more effective. And when the person on the other side of the table realizes you’re genuinely trying to understand their perspective — not dismantle it — they tend to soften.
“What you’ll find is that that person is likely to reciprocate,” Wheeler says on a new episode of the If/Then #podcast.
It’s a small shift in approach with meaningful consequences.
What happens when you stop trying to win the argument?
According to Christian Wheeler, professor of marketing, many of us go on the defensive when a conversation touches on political beliefs we identify with.
His research points to something counterintuitive: Restraining that instinct is more effective. And when the person on the other side of the table realizes you’re genuinely trying to understand their perspective — not dismantle it — they tend to soften.
“What you’ll find is that that person is likely to reciprocate,” Wheeler says on a new episode of the If/Then #podcast.
It’s a small shift in approach with meaningful consequences.
