Robert B. Cialdini

Robert B. Cialdini is a renowned psychologist and researcher known for his work on the science of persuasion and influence. He identified key principles—such as reciprocity, commitment, social proof, authority, liking, and scarcity—that explain why people are often compelled to comply with requests or adopt certain behaviors. His insights are widely used in marketing, sales, and negotiation to ethically influence decision-making. Cialdini’s work emphasizes understanding human psychology to foster genuine influence and build trust-based relationships.