Robert B. Cialdini

Robert B. Cialdini is an American social psychologist and Regents Professor Emeritus of Psychology and Marketing at Arizona State University. He earned his doctorate in social psychology from the University of North Carolina at Chapel Hill in 1970, followed by postgraduate study at Columbia University. His research examines persuasion, compliance and social influence.

Cialdini writes research-based nonfiction for both general and professional readers. He is especially interested in the mental shortcuts that shape decisions and in the ethical use of persuasive techniques. His best-known framework covers seven principles: reciprocity, commitment and consistency, social proof, liking, authority, scarcity and unity. His prose pairs findings from psychology with recognizable situations involving sales, fundraising, advertising and everyday requests.

Influence, first published in 1984 and expanded in 2021, is his defining book. Pre-Suasion shifts attention to what happens before a message is delivered, arguing that the direction of an audience’s attention can affect its response. His other books include Yes!, written with Noah J. Goldstein and Steve J. Martin, and The Small BIG, by the same three authors. Cialdini was elected to the American Academy of Arts and Sciences in 2018 for his contributions to social-influence research.

Start with Influence. It introduces his central ideas, shows how persuasion works in ordinary encounters and explains how to recognize attempts at manipulation. It is also the book on WebToTell and the clearest foundation for reading his later work.