Robert B. Cialdini is a renowned American psychologist and the pioneering authority on the study of influence and persuasion. His groundbreaking 1984 book “Influence: The Psychology of Persuasion” introduced the six universal principles of influence – reciprocity, commitment, social proof, authority, liking, and scarcity.
Through decades of undercover research and scientific studies, Cialdini uncovered the psychological drivers behind why people say “yes” to requests. His work has had a profound impact across fields like marketing, negotiation, leadership, and communications.
With over 5 million books sold in 41 languages, including bestsellers like “Yes!”, “The Small BIG”, and “Pre-Suasion”, Cialdini is hailed as the “Godfather of Influence”. He is the only living psychologist to be elected to the American Academy of Arts & Sciences and the National Academy of Sciences.
Cialdini’s principles provide an ethical framework for becoming a skilled persuader by understanding how the human mind makes decisions. His transformative insights continue guiding people worldwide on effectively influencing human behavior.