Robert Cialdini

Robert Beno Cialdini (born 1945) is an American psychologist and Professor Emeritus of Psychology and Marketing at Arizona State University. He is widely regarded as the world's leading expert on the science of influence and persuasion. Cialdini spent years going undercover in various professions—from car sales to fundraising—to study the tactics of compliance professionals firsthand. His seminal work, Influence: The Psychology of Persuasion, is a classic in social psychology and has been translated into over 30 languages, providing a foundational understanding of the six universal principles that drive human behavior and decision-making.