Robert B. Cialdini

Robert B. Cialdini is an American psychologist and author, widely regarded as one of the foremost authorities on the science of persuasion and influence. Born in 1945, he earned his doctorate in social psychology and spent his academic career as a professor of psychology and marketing at Arizona State University, where he is now Regents' Professor Emeritus.

Cialdini became internationally known for his 1984 book Influence: The Psychology of Persuasion, which distilled years of research into the principles that lead people to say yes. To study persuasion in the real world, he spent time training undercover in sales, fundraising, and advertising organizations, lending his work an unusual blend of rigorous science and practical observation.

His framework of key principles of influence, including reciprocity, commitment and consistency, social proof, authority, liking, and scarcity, has become foundational in fields ranging from marketing and negotiation to management and public policy. Influence has sold millions of copies and is a standard reference for professionals and academics alike.

Cialdini has continued to expand his work with later books such as Pre-Suasion, which examines how the moments before a message can shape its persuasiveness. Through his writing, research, and consulting, he has shaped how a generation understands the psychology of why people are persuaded.