Robert Cialdini (psychologist)

Robert Cialdini is a renowned psychologist best known for his research on persuasion and influence. He identified key principles that affect how people are convinced to agree with others, such as reciprocity (returning favors), commitment (standing by previous choices), social proof (following the crowd), authority (trusting experts), liking (being persuaded by someone we like), and scarcity (valuing what’s rare). His work helps explain why people say "yes" and is widely used in marketing, negotiations, and social settings to ethically influence decision-making.