Influence: The Psychology of Persuasion

Robert Cialdini, born in 1945, is an eminent social scientist, author, speaker, and political advisor and is the Arizona State University Professor Emeritus in Psychology and Marketing and Visiting Professor at Stanford University.

Originating from a multicultural background, Cialdini developed an interest in the psychological aspects that drive people. This was in part because, as he writes, “For as long as I can recall, I've been an easy mark for the pitches of peddlers, fundraisers, and operators of one sort or another” (xv). This interest, coupled with vast research in the fields of social science, behavioral psychology, and marketing, led him to become an authority on levers of influence—the underlying principles used to sway the decisions of the average person.

Notably, during the research part of his academic career, Cialdini went “undercover” for three years, participating in training programs for marketing companies, salesmen, and financial promoters, striving to learn the secrets of the trade. Eventually, he revealed his true identity to these compliance professionals, requesting and obtaining their permission to record their influence strategies. He was successful in doing this by saying that they were the experts—the teachers—while he, a college professor, was the student.