Robert Cialdini | |
|---|---|
 Robert Cialdini atZURICH.MINDS in 2012 | |
| Born | (1945-04-27)April 27, 1945 (age 80) |
| Alma mater | University of Wisconsin–Milwaukee (BS) University of North Carolina (PhD) |
| Occupations | |
Robert Beno Cialdini (born April 27, 1945[citation needed]) is an American psychologist and author. He is theRegents' ProfessorEmeritus of Psychology and Marketing atArizona State University and was avisiting professor of marketing, business and psychology atStanford University.[1][2]
Cialdini received hisBachelor of Science degree from theUniversity of Wisconsin–Milwaukee[3] in June 1967. He then went on toGraduate studies inSocial Psychology at theUniversity of North Carolina and earned hisPhD in June 1970 and receivedpostgraduate training in social psychology atColumbia University. He has heldvisiting scholar appointments atOhio State University, theUniversity of California, theAnnenberg School of Communications, and theGraduate School of Business of Stanford University. Currently, Cialdini is Regents'Professor Emeritus ofPsychology andMarketing atArizona State University.[4]
Cialdini wrote the 1984 book onpersuasion andmarketing,Influence: The Psychology of Persuasion. It was based on three "undercover" years applying for and training at used car dealerships, fund-raising organizations, andtelemarketing firms to observe real-life situations of persuasion. He found that influence is based on six key principles: reciprocity, commitment and consistency,social proof, authority, liking, scarcity.[5] 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.[6]
The book has sold over five million copies and has been translated into 41 languages.[7] It has been listed on theNew York Times Best Seller list andFortune lists it in their "75 Smartest Business Books".[8] It is mentioned in50 Psychology Classics.[9][10]
Cialdini’s books, particularlyInfluence andPre-Suasion, have sold more than seven-million copies in 44 different languages.[11]
One of Cialdini's other books,Yes! 50 Scientifically Proven Ways to Be Persuasive, was aNew York Times Bestseller; and another of his books,The Small BIG: Small changes that spark a big influence, was aTimes Book of the year.[12] In 2016, Cialdini publishedPre-suasion, which became aNew York Times andWall Street Journal bestseller.
The Robert B. Cialdini prize from theSociety for Personality and Social Psychology is named after him in honor of psychological research that demonstrates societal relevance using field methods.[13] He was elected a member of theNational Academy of Sciences in April 2019.[14]
Cialdini was hired alongside many other behavioral scientists for theBarack Obama presidential campaign, 2012.[15] He also advised in the early stages of theHillary Clinton presidential campaign, 2016.[16][17]
I rang Mr Cialdini to ask if he was helping Mrs Clinton, what he did in the moment before he replied struck me as unusually important. This amounted to a longish pause, and an intake of breath. Very slowly he said: 'It's my policy not to speak about any campaign that's ongoing. The emotions are too deep.'
Media related toRobert Cialdini at Wikimedia Commons
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