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Robert Beno Cialdini (born April 27, 1945) is the
Regents' Professor Professors in the United States commonly occupy any of several positions in academia. In the U.S., the word "professor" informally refers collectively to the Academic ranks in the United States, academic ranks of assistant professor, associate ...
Emeritus ''Emeritus'' (; female: ''Emerita''), in its current usage, is an adjective used to designate a retired chair, professor, pastor, bishop, pope, director, president, prime minister, rabbi, emperor, or other person who has been "permitted to retai ...
of Psychology and Marketing at
Arizona State University Arizona State University (ASU or Arizona State) is a public university, public research university in the Phoenix Metropolitan Area, Phoenix metropolitan area. Founded in 1885 by the 13th Arizona Territorial Legislature, ASU is one of the List ...
and was a visiting professor of marketing, business and psychology at
Stanford University Stanford University, officially Leland Stanford Junior University, is a private Private or privates may refer to: Music * "In Private "In Private" was the third single in a row to be a charting success for United Kingdom, British singer Du ...

Stanford University
, as well as at the
University of California at Santa Cruz The University of California, Santa Cruz (UC Santa Cruz or UCSC) is a public In public relations and communication science, publics are groups of individual people, and the public (a.k.a. the general public) is the totality of such groupi ...
.


Education

Cialdini received his
Bachelor of Science A Bachelor of Science (BS, BSc, SB, or ScB; from the Latin Latin (, or , ) is a classical language A classical language is a language A language is a structured system of communication Communication (from Latin ''communicare' ...
degree from the University of Wisconsin - Milwaukee in June 1967. He then went on to
Graduate studies Student receives degree from the Monterrey Institute of Technology and Higher Education, Mexico City, 2013 A graduate school (sometimes shortened to grad school) is a school that awards advanced academic degrees (e.g., master's degree, master' ...
in
Social Psychology Social psychology is the scientific Science () is a systematic enterprise that Scientific method, builds and organizes knowledge in the form of Testability, testable explanations and predictions about the universe."... modern scienc ...

Social Psychology
at the
University of North Carolina The University of North Carolina is the multi-campus public university system for the state of North Carolina North Carolina () is a state State may refer to: Arts, entertainment, and media Literature * ''State Magazine'', a monthly ma ...
and earned his
Ph.D. A Doctor of Philosophy (PhD, Ph.D., or DPhil; or ''doctor philosophiae'') is the most common at the highest academic level awarded following a course of study. PhDs are awarded for programs across the whole breadth of academic fields. Be ...
in June 1970 and received Postgraduate training in Social Psychology at
Columbia University Columbia University (also known as Columbia, and officially as Columbia University in the City of New York) is a Private university, private Ivy League research university in New York City. Established in 1754 as King's College on the grounds of ...

Columbia University
. He has held
Visiting Scholar In academia An academy (Attic Greek Attic Greek is the Greek language, Greek dialect of the regions of ancient Greece, ancient region of Attica, including the ''polis'' of classical Athens, Athens. Often called classical Greek, it was the p ...
Appointments at
Ohio State University The Ohio State University, commonly Ohio State or OSU, is a public In public relations Public relations (PR) is the practice of deliberately managing the release and spread of information between an individual or an organization ...
, the
University of California The University of California (UC) is a public university, public Land-grant university, land-grant research university, research university system in the U.S. state of California. The system is composed of the campuses at University of Califor ...
, the Annenberg School of Communications, and the Graduate School of Business of
Stanford University Stanford University, officially Leland Stanford Junior University, is a private Private or privates may refer to: Music * "In Private "In Private" was the third single in a row to be a charting success for United Kingdom, British singer Du ...

Stanford University
. Currently, Cialdini is Regents’
Professor Emeritus ''Emeritus'' (; female: ''Emerita''), in its current usage, is an adjective used to designate a retired chair, professor, pastor, bishop, pope, director, president, prime minister, rabbi, emperor, or other person who has been "permitted to retai ...
of
Psychology Psychology is the scientific Science () is a systematic enterprise that builds and organizes knowledge Knowledge is a familiarity or awareness, of someone or something, such as facts A fact is an occurrence in the real world. ...

Psychology
and
Marketing Marketing is the process of intentionally stimulating demand for and purchases of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emphasize in advertising; operation of adv ...

Marketing
at
Arizona State University Arizona State University (ASU or Arizona State) is a public university, public research university in the Phoenix Metropolitan Area, Phoenix metropolitan area. Founded in 1885 by the 13th Arizona Territorial Legislature, ASU is one of the List ...
.


Work

He is best known for his 1984 book on
persuasion Persuasion or persuasion arts is an umbrella term of influence Influence or influencer may refer to: *Social influence, in social psychology, influence in interpersonal relationships **Minority influence, when the minority affect the behavior ...

persuasion
and
marketing Marketing is the process of intentionally stimulating demand for and purchases of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emphasize in advertising; operation of adv ...

marketing
, '' Influence: The Psychology of Persuasion''. It was based on three "undercover" years applying for and training at used car dealerships, fund-raising organizations, and
telemarketing Telemarketing (sometimes known as inside sales, or telesales in the UK and Ireland) is a method of direct marketing Direct marketing is a form of communicating an offer, where organizations communicate directly to a Target market, pre-sel ...
firms to observe real-life situations of persuasion. He found that influence is based on six key principles: reciprocity, commitment and consistency,
social proof Social proof is a psychological Psychology is the scientific Science () is a systematic enterprise that Scientific method, builds and organizes knowledge in the form of Testability, testable explanations and predictions about the u ...
, authority, liking, scarcity. In 2016 he proposed a seventh principle. He called it the unity principle. The more we identify ourselves with others, the more we are influenced by these others. The book has sold over three million copies and has been translated into thirty languages. It has been listed on the ''New York Times'' Best Seller list and ''
Fortune Fortune may refer to: General * Fortuna or Fortune, the Roman goddess of luck * Luck, a chance happening, or that which happens beyond a person's controls * Wealth, an abundance of items of economic value * Fortune, a prediction made in fortune-te ...
'' lists it in their "75 Smartest Business Books". It is mentioned in ''50 Psychology Classics''. One of Cialdini's other books, ''Yes! 50 Scientifically Proven Ways to Be Persuasive'', was a ''New York Times'' Bestseller; and another of his books, ''The Small BIG: Small changes that spark a big influence'', was a '' Times'' Book of the year. Cialdini's most recent book is ''Pre-suasion'', which was published in 2016. The Robert B. Cialdini prize from the
Society for Personality and Social Psychology The Society for Personality and Social Psychology (SPSP) is an academic society for personality Personality is defined as the characteristic sets of behavior Behavior (American English) or behaviour (British English; American and British Eng ...
is named after him in honor of psychological research that demonstrates societal relevance using field methods. He was elected a member of the
National Academy of Sciences The National Academy of Sciences (NAS) is a United States nonprofit A nonprofit organization (NPO), also known as a non-business entity, not-for-profit organization, or nonprofit institution, is a legal entity organized and operated for a ...
in April 2019.


Projects

Cialdini was hired alongside many other behavioural scientists for the
Barack Obama presidential campaign, 2012 The 2012 reelection campaign of Barack Obama, the 44th President of the United States The president of the United States (POTUS) is the head of state and head of government of the United States of America. The president directs the Fede ...

Barack Obama presidential campaign, 2012
. He also advised in the early stages of the
Hillary Clinton presidential campaign, 2016 The 2016 presidential campaign of Hillary Clinton was announced in a YouTube YouTube is an American online video sharing and social media platform Social media are interactive technologies that allow the Content creation, creation ...

Hillary Clinton presidential campaign, 2016
.


Selected publications

* Cialdini, R. B. (1984). ''Influence: The Psychology of Persuasion'' (). Also published as the textbook ''Influence: Science and Practice'' (). * Cialdini, R. B. (2001). ''Influence: Science and practice'' (4th ed.). Boston: Allyn & Bacon. . * ''Yes! 50 Scientifically Proven Ways to be Persuasive''. Authors: Noah J. Goldstein, Steve J. Martin and Robert B. Cialdini. Simon and Schuster, 2008, . * ''The Small BIG: Small changes that spark a big influence'', 2014. *


References


External links

* {{DEFAULTSORT:Cialdini, Robert 1945 births
Living people Related categories * :Year of birth missing (living people) / :Year of birth unknown * :Date of birth missing (living people) / :Date of birth unknown * :Place of birth missing (living people) / :Place of birth unknown * :Year of death mi ...
American people of Italian descent This Wikipedia:Category, category page lists WP:Notability, notable United States nationality law, citizens of the United States of Italian people, Italian ethnicity, ethnic or sovereign nation, national origin or descent, whether partial or full. ...
Arizona State University faculty Social psychologists Persuasion theorists Marketing theorists Members of the United States National Academy of Sciences