Dr. Robert Cialdini
Founder, Cialdini Institute
Regents’ Professor Emeritus of Psychology and Marketing and the author of Influence and Pre-Suasion, whose research introduced the Principles of Persuasion.
Learn influence directly from the scientist who defined it.
The Cialdini Institute is the official home of Dr. Robert Cialdini's life's work — the only place to study his 7 Principles of Persuasion from the source, certified by the researcher who established the science of ethical influence.
Start where every practitioner starts: a research-based Influence Assessment that maps how you persuade today and shows the principles you can sharpen next — yours in about 12 minutes.
His books: 4.6/5 from 24,000+ Amazon ratings · About 12 minutes · Personalized report
Dr. Robert Cialdini · Regents' Professor Emeritus
40+
Years of Research44+
Languages7M+
Books Sold7
PrinciplesThe Godfather of Influence
Who is Dr. Robert B. Cialdini?
Dr. Cialdini has spent his entire career conducting scientific research on a single question: what leads people to say yes to requests? That research, and the articles and books that came from it, is the foundation of everything the Institute teaches.
His books, including Influence and Pre-Suasion, have sold more than 7 million copies in 44 languages. The work is trusted by leaders like Warren Buffett, Guy Kawasaki, and Tobias Lütke, and applied at leading companies worldwide.
Read the full academic recordClose the academic record
Dr. Cialdini received his B.S. in Psychology from the University of Wisconsin, his Ph.D. from the University of North Carolina, and post-doctoral training from Columbia University. He holds honorary doctoral degrees from Georgetown University, the University of Social Sciences and Humanities in Wroclaw (Poland), and the University of Basel (Switzerland).
As Regents' Professor Emeritus of Psychology and Marketing at Arizona State University, Dr. Cialdini is recognized as one of the most cited social psychologists in the world. He has held Visiting Scholar appointments at Ohio State University, the University of California, the Annenberg School of Communications, and the Graduate School of Business at Stanford University.
In acknowledgment of his outstanding research achievements and contributions in behavioral science, Dr. Cialdini was elected to the American Academy of Arts & Sciences in 2018 and the National Academy of Sciences in 2019.
His seven Principles of Persuasion — Reciprocity, Commitment & Consistency, Social Proof, Authority, Liking, Scarcity, and Unity — have become a cornerstone for any organization serious about ethically and effectively increasing their influence.
Our Mission
Advancing ethical influence worldwide.
The Cialdini Institute exists to equip professionals, organizations, and leaders with the evidence-based tools of ethical persuasion.
01
Research-Driven
Every program is built on peer-reviewed academic research.
02
Ethically Grounded
We teach influence that benefits all parties, never manipulation.
03
Globally Accessible
Training and resources available to professionals worldwide.
Our Foundation
The Cialdini Code of Ethics.
For those who gain power from knowing and using the Science of Influence, Dr. Cialdini has established these ethical guidelines. With the Principles he has codified over decades comes great responsibility.
- 01
Be truthful.
- 02
Forgo manipulation of others.
- 03
Forgo manipulation of facts.
- 04
Use the principle(s) that already exist naturally in your situation.
- 05
Use the principle that demonstrates what is wise for all concerned.
- 06
Refrain from using any Principle in a way that could injure your relationship.
- 07
Inform (that is, educate) people into agreement.
- 08
Ensure any "contrast" used is relevant to the situation.
- 09
Own up to any mistake ASAP.
The Work, In Public
Decades of taking the research to the people who use it.
Our Team
The team behind the Cialdini Institute.
The people working directly with Dr. Cialdini to design and steward every program. Professionalism, courtesy, and rigor are the hallmarks of how we work with clients.
Looking for our trainers? Our global network of Cialdini Method Certified Trainer®s (CMCTs) — practitioners personally certified to deliver our programs — is listed separately.
Samir Patel
Chairman
Founder of Trophy Point Investment Group, and a West Point graduate and U.S. Army Reserve officer who teaches real estate entrepreneurship at Georgia State University.
Eily-Jane (EJ) Cartwright
Operations Manager
Has worked with Dr. Cialdini for more than 20 years, and leads customer relations at the Cialdini Institute.
Vasu Singh
Business Manager
Supports operations, strategy and business development — organizing projects, building internal systems and streamlining processes across the team.
Key Milestones & Recognition
A legacy of influence.
Dr. Cialdini's contributions to psychology and behavioral science have been recognized by leading academic and professional institutions worldwide.
Trusted Worldwide
Organizations that put the science to work.
When the stakes of a yes are high, these organizations turn to the same research — across financial services, pharmaceuticals, healthcare, government, law, technology, consumer products, media, and telecommunications.
- Prudential
- RE/MAX
- Federal Executive Institute
- London Business Forum
Begin with the science
Learn influence from the source.
Start where every practitioner starts: the Influence Assessment — because you can't sharpen what you haven't measured. Then choose the program that fits. Live Principles of Persuasion (POP)® cohorts run on a limited schedule with capped seats per session.
Prefer to talk first? Contact the Institute