Pettiness is memorable. People expect disagreement and strong arguments but treatment that seems small is seldom forgotten or forgiven. This is partly due to the universal hunger for basic respect.
What's worse, it can be contagious. One side acts poorly, the other side reciprocates, and pretty soon what could have been a serious examination of the issues has become a fight between weasels.
Aside from not initiating petty behavior, the best strategy is not to stoop to it. I know that sounds self-righteous and goody-goody, but it achieves more in the long run and there are other benefits: respectful conduct is a sign of strength and it drives the opposition nuts.
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