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based on 22,543 reviewers

Ethical Influence Practitioner

$2,497 pay in full

or $297 per month

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Please contact us.

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Become a Cialdini Certified Practitioner

  • The only official online Cialdini program
  • Entirely based on Dr. Cialdini’s work that has been praised by Warren Buffett, Joe Polish, and Tim Ferriss
  • Average Cialdini workshop rating: 4.8  reviews stars

Thousands of professionals around the globe have engaged in Dr. Cialdini’s workshops


$2,497 pay in full

or $297 per month

Get the official certificate signed by Dr. Cialdini

Self-paced online learning

12 In-Depth Teaching Sessions

12 Live Collaboration Sessions

What Influential Business Leaders Say

Warren Buffett

Warren Buffett

CEO Berkshire Hathaway

Influence’ is one of the best business books of all time.”


Tobias Lütke

Founder Shopify

“‘Influence’ is a book that made me a billionaire.


Alex Hormozi

Entrepreneur, investor

“Influence’ is a must-read for entrepreneurship, sales, and marketing.”

Gwyneth Paltrow-1-1

Gwyneth Paltrow

Oscar-Winning Actress, CEO goop

“This ‘Influence’ is a classic: it delves into how and why influence works and the specific dynamics at play when leading a company.”


Guy Kawasaki

Silicon Valley Venture Capitalist

“Cialdini is the ‘Godfather of Influence.’ His book is the guiding light for how I conduct business – and in many ways how I live my life.”


Tim Ferriss

Lifestyle Expert and Bestselling Author

“I would really encourage people to study books like Influence,’ so you get a fundamental set of principles that you can apply online, offline, to different tools, to direct copy, to complex sales in big organizations…”

gerry allen 2

Gerry Allen

Former Vice President IBM

“I have always been impressed with his integrity, his honesty, his high ethics standards, the way that he conducts his life and his business.”


Joe Polish

Founder Genius Network

The new ‘Influence’ is nothing short of a masterpiece. The writing is both timeless and worth reading immediately.


Tamsin Henderson

Owner Copy Kooks

“I recommend inhaling anything you can get your hands on by Robert Cialdini — books, podcasts, videos. He is the undisputed master of all things persuasion.”


Charlie Munger

Vice Chairman Berkshire Hathaway

“Robert Cialdini has had a greater impact on my thinking than any other scientist.”

Chris Voss

Chris Voss

Wall Street Journal Best-Selling Author

“Anyone who wants their abilities in communication or negotiation to be at their highest level has to read Robert Cialdini's book. Your knowledge base is simply incomplete without it.”

Constance Dierickx 2

Constance Dierickx

The Decision Doctor

“Cialdini is the expert on influence. His research reveals principles that any leader, or any person for that matter, can apply.”

Rory Sutherland-1

Rory Sutherland

Vice Chairman Ogilvy & Mather

“His work, in codifying human behavior, has been priceless.”

Naval Ravikant

Naval Ravikant

Entrepreneur and Angel Investor

Influence’: classic, classic book. Everybody should read it, memorize it, and understand that the way that people influence other people is consistency, liking, authority, social proof, scarcity, and reciprocity.”

Annie Duke-1

Annie Duke

Professional Poker Champion

“Robert Cialdini is a pioneer in translating complex scientific work into a fun and digestible form that the rest of us can understand and benefit from.”

Barry Ritholtz-1

Barry Ritholtz

Chairman and CIO Ritholtz Wealth Management

“Dr. Robert Cialdini has long been recognized as a leading voice in the fields of persuasion, compliance, and negotiation.”

Discover What You've Been Missing

So perhaps you’ve read Influence or Pre-Suasion. That’s great. But these programs offer a significant next step. They do so by converting what you’ve learned from Dr. Cialdini’s books into real-life persuasive actions. The "hidden gems" of the Cialdini programs will help you boost your success.

  • The secret process

    that helps you think from the problem to a set of principles, and through these principles to a set of solutions

  • Exclusive information

    on crucially important activators and amplifiers

  • Science-based exercises

    that help you get the most out of the principles

  • The moments of power

    that help you recognize when others are most receptive to your message

  • Practical solutions

    to the most common persuasion mistakes

  • New scientific conclusions

    and real-life examples

What You Can Expect

Your program is based on decades of world-class research and its practical application. In addition, we’ve done everything in our power to make it an efficient and positive learning experience.

  • 100+ short instructional videos with Dr. Cialdini
  • Dozens of real-life business examples 
  • The opportunity to work on your personal influence challenges

Elevate Your Influence Through Self-Paced Learning

Research from LinkedIn shows that persuasion is one of the top 5 in-demand power skills in today’s professional workplace. This first module explains why. You’ll also gain critical insights into the science of persuasion, laying a solid foundation for everything you’ll learn in this program. This is your first step to becoming a true expert.

Understanding the seven Principles of Persuasion will help you achieve better results. But you’ll be even more successful if you apply them according to the science-based processes that you’ll find in this second module. Perhaps even more importantly, you’ll learn how to apply them in an ethical way.

Before taking a deep dive into the Principles of Persuasion, we’ll address the contrast phenomenon. In this module, you’ll learn all about the power of contrast and the best ways to use it as an amplifier for each of the seven Principles of Persuasion. Consider it a small gift to you as a future member of the elite of influence…

In the fourth module, you’ll gain a thorough understanding of the science behind the principle of reciprocity and its practical applications. You’ll encounter the "hidden gems" of the world of influence: the activators and amplifiers that engage and boost the Principles of Persuasion. You’ll learn how to master them not only for reciprocity in this module but also for the other principles in the following modules, giving you a unique competitive advantage over those who haven’t enrolled in this program.

You’ll like this fifth module on liking! You’ll learn how to use the commonly recognized principle of liking in novel and nuanced ways for negotiation and other persuasive purposes. Moreover, as you will in all the other principle modules, you’ll install what you’ve learned into your personal Action Plan. This means you can put those lessons into practice and get results right away.

Dr. Cialdini uncovered this Principle of Persuasion relatively recently, and added it to the expanded edition of 'Influence' in 2021. So, after completing this sixth module, you’ll be a part of the elite of influence that understands and applies this principle by harnessing the feeling of “we-ness” which will lead to assent from others. Speaking of unity…

Professionals in the online world often say that the social proof principle is their most productive. In this module, you’ll learn how to leverage its force both online and offline. And again, you’ll walk away knowing effective activators and amplifiers, and how to avoid common social proof mistakes that even major brands often make. But not you, ever again!

The authority principle is another booster of success. In the eighth module, you’ll learn the science behind it and how to apply it efficiently, effectively, and ethically. We promise the official Cialdini certificate will significantly add to your authority. You’ll want to display it on your office wall, on your desk, or in the background of your online meetings. Why? This module provides the evidence.

People want to be—and to be seen—as consistent with their existing commitments. In this ninth module, you’ll find out what activates and amplifies this drive. You’ll also learn how to incorporate it smoothly into your everyday persuasive appeals. 

You’re no doubt familiar with FOMO: the fear of missing out. In this last module, you’ll see how this phenomenon caused a product that usually sold for $3.95 to sell for $250. Sound too good to be true? Not by this stage of the program. By now, you’ll fully understand that applying the science of influence can lead to incredible results. You won’t want to “miss out.”

This is an online exam approximately 30-45 minutes in length. The questions are not so much about testing your factual knowledge, but about assessing your skills in applying what you’ve learned in the modules. To pass, you need to answer 70% of the questions correctly. Don’t worry—if you prepare for the exam thoroughly, we’re confident you’ll make it.

Master Practical Persuasion in 24 Live Sessions

12 In-Depth Teaching Sessions

  • Newest research & insights on the persuasion principles
  • Solutions to your most pressing influence issues.
  • Real-life examples and case studies

12 Live Collaboration Sessions

  • Work with peers to solve your influence challenges
  • Don't struggle alone, solve problems together
  • Global Networking Opportunities

What you'll learn in our live sessions

Learn the importance of understanding human decision-making as a key to influencing decisions and guiding individuals toward intended outcomes. You'll explore foundational aspects of decision-making, including Kahneman's theory of System 1 and System 2, and how Dr. Cialdini's principles of persuasion can be systematically applied to influence behavior effectively.

Gain an understanding of the power of contrast in persuasion and decision-making, learning how to use it effectively alongside Dr. Cialdini's seven universal principles of persuasion. The session highlights the significance of framing and context in influencing perceptions and decisions, emphasizing the ethical application of these techniques in various professional and personal scenarios.

Explore the principle of reciprocity and its profound impact on decision-making and persuasion. You'll learn how the sense of obligation created by reciprocity influences behaviors and decisions, even across generations and societies. The session also emphasizes the effectiveness of tangible and intangible gifts in activating the reciprocity principle, offering practical advice on using this principle ethically to increase persuasiveness and personal happiness.

Discover the principle of liking and its significant role in persuasion, learning how to establish strong relationships and connections swiftly and effectively. You'll explore various strategies, such as finding genuine similarities and giving compliments, to enhance your persuasive abilities. The session also addresses the psychological aspects of liking, including the impact of physical attractiveness and the halo effect, providing insights on how to ethically and effectively apply these principles in personal and professional scenarios.

Learn about the principle of unity and its significant impact on persuasion and decision-making. You'll understand how creating a sense of "we-ness" and belonging can profoundly influence attitudes and behaviors, even in challenging situations. The session provides insights into how unity differs from liking and social proof and explores ethical applications of this principle in various contexts, including co-creation and collaboration in organizational settings.

Explore the principle of social proof and its powerful impact on decision-making and persuasion. You'll learn how people often base their actions and decisions on what others do, and how this can be ethically utilized in various contexts like business and environmental initiatives. The session will cover examples demonstrating the effectiveness of social proof, including the strategic use of customer reviews and ratings, and provide insights on how to optimally present social proof to enhance credibility and influence.

Delve into the principle of authority and its significant influence on persuasion and decision-making. You'll understand how people often rely on individuals with superior knowledge or wisdom and how surface-level cues can trigger the perception of authority. The session includes compelling examples demonstrating the impact of authority, along with practical tips on how to ethically leverage this principle in various contexts. You'll also learn the importance of proper introductions, timing, and focusing on relevant credentials to enhance your persuasive abilities and the effective use of authority in reviews and endorsements.

Learn about the Principle of Consistency and its role in persuasion and decision-making. You'll explore how securing small, initial commitments can lead to larger commitments over time, and how people feel personal and interpersonal pressure to act consistently with their prior statements and actions. The session includes studies and examples demonstrating the effectiveness of consistency in various settings, including charity donations and consumer behavior. You'll gain insights into how to ethically leverage this principle by fostering active commitments and recognizing the different types of 'yes' responses in persuasive interactions.

Explore the Principle of Scarcity and its powerful impact on persuasion and decision-making. You'll learn how scarcity, driven by the fear of missing out (FOMO), can significantly influence behavior, often leading to irrational decisions. The session provides examples demonstrating the effectiveness of scarcity in various contexts, including marketing strategies, cryptocurrency investments, and even in negotiation settings. You'll gain insights into how to ethically leverage scarcity by highlighting what is unique or uncommon, using loss framing, and understanding the persuasive power of limited numbers and limited time offers. The session also covers how to effectively frame negotiations to create a sense of a deal to lose, thereby enhancing the likelihood of agreement.

Join us as we delve into the secrets of persuasion principles and learn how to combine them to unleash your superpowers. Whether you're looking to excel in your career, enhance your personal relationships, or simply become a more influential communicator, this session will provide you with the tools and insights you need.

We'll unravel the keys to success by understanding the importance of using the right principle at the right time. Whether you're navigating complex decisions, managing a team, or striving for personal growth, knowing when and how to apply the right principles can be a game-changer. Explore Dr. Gregory Neidert's Core Motives Model, a pivotal framework for understanding and selecting the most effective persuasion principle for any given situation. You will gain a deeper insight into the nuances of different contexts and how they align with specific persuasion tactics. This knowledge will empower you to skillfully choose the right principle to achieve your persuasive objectives, tailoring your approach to fit the unique dynamics of each circumstance.

Prepare to revolutionize your approach to collaboration in our upcoming mastermind session! We'll unveil "The Ultimate Collaboration Tool" – a scientifically and practically proven influence process that can supercharge your ability to work effectively with others. Whether you're leading a team, fostering partnerships, or simply seeking to enhance your collaborative skills, this session is your key to success.

What You Will Master

After completing your program, you’ll be able to apply the science of persuasion in an efficient, effective, and ethical way. This will dramatically improve your record of success.

  • A deep understanding of the science of persuasion
  • Insider knowledge on the Principles of Persuasion
  • Proven processes, activators, and amplifiers for each principle

How You Will Benefit

You’ll learn how to use the right principle at exactly the right moment. This will help you get the most out of your sales, marketing, leadership, and other business efforts.

  • Become more successful as a professional
  • Become happier as a person
  • Boost your authority with the official Cialdini certificate

Trusted by leading organizations around the world

Work On Your Own Challenges

During this program, you’ll work on your own cases. This will enable you to find solutions for your personal persuasion challenges on the spot.

  • Learn a process you can repeat for each influence challenge
  • Directly apply your newly acquired insights
  • Achieve immediate results

Earn The Official Certificate

After passing the exams, you become a member of the Elite of Influence. Your certificate will be an invaluable and long-standing confirmation of your expertise in the science and application of persuasion.

  • Significant boost to your authority
  • Industry-recognized
  • Signed by Dr. Cialdini

Indispensable Power Skill

Research from LinkedIn shows that persuasion is one of the top 5 in-demand
power skills
in today’s professional workplace.

What Scientists Say

Daniel Kahneman

Daniel Kahneman

Emeritus Professor of Psychology
Nobel Prize Winner

“Bob Cialdini is a great observer, and keen observations have been the key to some of his great work... It’s really inspiring to look at his work.”

Richard Thaler

Richard Thaler

Professor of Behavioral Science
Economics Nobel Prize Winner

“If the President had to have one advisor with him at all times, my nomination would be Bob Cialdini, the world’s most practical social psychologist, and the master of ‘Influence’.”

Betsy Levy Paluck

Betsy Levy Paluck

Professor of Psychology and Public Affairs

“’Influence’ will continue to clarify and inspire the art and science of persuasion for years to come.”

Angela Duckworth

Angela Duckworth

University of Pennsylvania

“Not only is he a world-class psychologist, he is a world-class human being.”

Adam Grant

Adam Grant

Professor of Management and Psychology

“Without Bob Cialdini, I would not be a psychologist.”

Daniel Shapiro

Daniel Shapiro

Founder Harvard International Negotiation Program

“Whether you seek to boost sales, strike a better deal, or improve your relationships, ‘Influence’ offers scientifically tested principles that can change your life.”

Dorie Clark

Dorie Clark

Executive Education Professor

“‘Influence’ is a modern business classic that has profoundly shaped the fields of marketing and psychology.”

Noah Goldstein

Noah Goldstein

Professor of Management and Organizations

“When people find out that Bob Cialdini was my mentor, the most common response is: ‘Bob Cialdini is my hero.’ He is everything we hope to be as academics and frankly as people.”

Katherine Milkman

Katherine Milkman

Professor of Psychology

“Bob Cialdini is unquestionably one of the greatest social psychologists of the last century.”


American Psychological Association

“Robert Cialdini has been the go-to psychology expert in marketing since his best-selling book ‘Influence.’”

Peter Killeen

Peter Killeen

Emeritus Professor of Psychology

“Bob has always imbued his work with ethical principles. He’s always sought and found good reasons—economic reasons—for being ethical.”

Mark Schaller

Mark Schaller

Professor of Psychology

“Bob has always had a real skill and a talent for connecting the science to stuff that real people—even if they're not academics—actually care about.”

Richard E- Petty-1

Richard E. Petty

Professor of Psychology

“Bob’s work represents the very best of social psychology, combining both basic theory and conceptual along with an important application to the real world.”

Todd Rogers

Todd Rogers

Professor of Public Policy

“Future generations of psychologists will benefit and take inspiration from the approach that Bob uses to develop research ideas and ultimately study them.”

Nancy Gonzales

Nancy Gonzales

University Provost

“Distinguished scholar, tremendous mentor, researcher, educator… Bob has truly been a scientist to emulate in so many ways.”


Praised By Harvard Business Review

Harvard Business Review named “Harnessing the Science of Persuasion” by Dr. Cialdini as one of the 30
most influential and innovative articles
from the first hundred years of the prestigious magazine.

$2,497 pay in full

or $297 per month

Get the official certificate signed by Dr. Cialdini

Self-paced online learning

12 In-Depth Teaching Sessions

12 Live Collaboration Sessions

Who Will Benefit In Particular

This program is ideal if you want to persuade more successfully. Whether you want to close more deals, become a better leader, or realize higher online conversions, it provides a blueprint for successful persuasion. A wide range of professionals have therefore benefited from Dr. Cialdini’s workshops.

  • C-level decisionmakers

  • Business consultants

  • Financial experts

  • Managers

  • Marketing professionals

  • Sales professionals

  • HR professionals

  • Online professionals

  • Coaches

  • Communications professionals

  • Negotiation experts

Created by World-Renowned Experts


Dr. Robert Cialdini

Dr. Cialdini is known globally as the foundational expert in the science of influence and its ethical application.

His seven Principles of Persuasion have become a cornerstone for people serious about increasing their influence. The results of his scientific research, his sold-out keynotes, and his bestselling books have earned him a worldwide reputation and the label of "Godfather of Influence." Ask 100 of the world’s top CEOs and entrepreneurs (including Elon Musk, Mark Cuban, and Jeff Bezos), and the book they most frequently mention is Influence.*

* Research from The Ways to Wealth, January 2022.



Dr. Gregory Neidert

Dr. Gregory Neidert is a Board member of the Cialdini Institute. He has conducted research with Dr. Cialdini and is the director for Influence at Work.

As a professor of psychology and C-level organizational consultant, Dr. Neidert has worked with hundreds of clients in business, non-profit, and government. To help them successfully apply the Principles of Persuasion, he developed the Core Motives Model of Social Influence, which Dr. Cialdini regards as “indispensable in understanding why and how to most effectively apply the Principles of Persuasion.”

Bas Wouters

Bas Wouters is Co-Founder and the CEO of the Cialdini Institute. He has been a confidant of Dr. Cialdini for years, both personally and in business.

After generating millions in sales as an entrepreneur, Wouters became a world-class expert in persuasion and behavior design. In his bestselling and award-winning book Online Influence he combines Dr. Cialdini’s work with that of other renowned behavior experts. Dr. Cialdini asked Wouters to become CEO of the Cialdini Institute “because of the unique set of qualities he has as a persuasion expert, successful businessman, and close friend.”

Trusted by leading enterprises around the world

Contact Us

Our team of program consultants is happy to help you, whatever your question.
Please don’t hesitate to fill in the form. 

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Jente Kamphuis
Chief Commercial Officer


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Any Last Questions Before You Enroll?

Here’s a list of questions we often receive, as well as the answers to them.
If your question is not on the list, feel free to reach out to our Solutions Team.

For the Ethical Influence Practitioner program, we offer two options: $2,497 pay in full or $297 per month.

Each module has multiple instructional videos, followed by a 10-question quiz. This quiz is primarily a learning exercise: the instant feedback will help you better understand the most important lessons from the module. You can answer the questions as many times as you want, until you get all the answers right. So, no stress!

After you’ve completed all the modules, you’ll receive an invitation to take the final exam. This online exam is approximately 30-45 minutes in length, and you can take it whenever and wherever you want. The questions are not so much about testing your factual knowledge, but about assessing your skills in applying what you’ve learned in the modules. 

Bonus: when you pass, you automatically qualify to become a Cialdini Certified Professional. Please contact us if you decide to enroll in our professional program.

To pass the exam, you need to answer 70% of the questions correctly. Don’t worry—if you prepare for the exam thoroughly, we’re confident you’ll make it. If you don’t pass the first time, you will get a re-exam free of charge. Additionally, you can buy two extra re-exams ($97 each).

Please fill in the contact form on this page and one of our program consultants will be happy to assist you.