Dr. Robert Beno Cialdini stands as a preeminent scholar in the field of social psychology and influence, renowned globally for his transformative contributions to understanding human behavior. He currently holds the distinguished position of Regents' Professor Emeritus of Psychology and Marketing at Arizona State University, where he began his academic career as an assistant professor in 1971. His educational foundation includes a Bachelor of Science from the University of Wisconsin-Milwaukee, a PhD in Social Psychology from the University of North Carolina, and postgraduate training at Columbia University under the esteemed Stanley Schachter. Cialdini has maintained significant academic connections through visiting scholar appointments at Ohio State University, the University of California, the Annenberg School of Communications, and Stanford University's Graduate School of Business.
Cialdini's groundbreaking research on the psychology of persuasion culminated in his seminal 1984 book Influence: The Psychology of Persuasion, which has sold over 5 million copies worldwide and been translated into 44 languages. Through three years of immersive field research working at used car dealerships, fund-raising organizations, and telemarketing firms, he identified six fundamental principles of influence: reciprocity, commitment and consistency, social proof, authority, liking, and scarcity, later adding a seventh principle of unity in 2016. His work represents one of the most comprehensive and empirically validated frameworks for understanding compliance and persuasion, establishing him as the definitive authority in this domain. The profound impact of his research extends across multiple disciplines, fundamentally reshaping how marketing, sales, and behavioral science professionals understand human decision-making processes.
Beyond his academic contributions, Cialdini serves as President and CEO of INFLUENCE AT WORK, providing ethical influence training to Fortune 500 companies including Google, Microsoft, Cisco Systems, and Pfizer, as well as governmental organizations like the United States Department of Justice and NATO. His expertise has been sought by political campaigns, notably advising Barack Obama's 2012 presidential campaign and the early stages of Hillary Clinton's 2016 campaign. Recognized with election to both the National Academy of Sciences in 2019 and the American Academy of Arts & Sciences in 2018, Cialdini continues to shape the field through the Cialdini Certified Practitioner program at ASU. His enduring legacy as the 'Godfather of Influence' remains vital as behavioral science increasingly informs business strategy, public policy, and ethical communication practices worldwide.
