Robert C. Cialdini

Robert C. Cialdini is a renowned psychologist best known for his research on influence and persuasion. He identified key psychological principles—such as reciprocity, commitment, social proof, authority, liking, and scarcity—that explain how people are convinced to agree with others. His work helps us understand why we say yes and how influence works in marketing, sales, and everyday interactions. Cialdini's insights are widely used to ethically persuade and understand human behavior, making him a foundational figure in the fields of social psychology and behavioral economics.